Burnol trends again, as BJP versus 'others' mania reaches crescendo

The brand rakes in earned media as it becomes arsenal for trolls once again.

Burnol, the household burn-relief ointment from Dr Morepen has found firm footing in social media spats. Burnol, as a product, is used to treat burn injuries, but a digital narrative poses the ointment as a solution for figurative burns; ones caused by feelings of envy, jealousy or even disappointment.

Demand for Burnol goes up after #ExitPoll2019 #EXITPolls2019 #ExitPolls #JeetegaToModiHi pic.twitter.com/BLncB2D0g9

— Niraag® S 🏏 (@niraag69) May 19, 2019

Burnol sales to boom for next few days ....Congress in desperate need of it pic.twitter.com/VD8EPn0gru

— vivek betala (@_ivivekj) May 19, 2019

Of all the free and earned attention, the Burnol brand name saw a spike in searches (according to Google Trends) on May 19-20, just around the time the exit poll results of the just-conducted general elections were announced. The exit polls predicted an impressive majority for the BJP. Soon after, posts, especially on Twitter, by profiles bearing tell-tale signs of BJP supporters (say a Chowkidar pre-fix) started anointing others (usually supporters of the opposition) with the ointment, digitally.

Sriram Apply Burnol & Sleep... pic.twitter.com/quDqbsxgXk

— Chowkhidar VijeiKannan🥊 (@vijeikannan) May 19, 2019

We at afaqs! captured the 'Burnol Moment' in one of our articles a few months ago, just as the elections campaigns were gaining momentum. We had spoken to brand experts who had then unanimously opined that Dr Morepen should just let it be and let their brand ride the wave. Read it here.

Get ready for Burnol limited stocks available pic.twitter.com/4TPDi7dQHO

— Chowkidar Arvind Dudhale (@DudhaleArvind) May 19, 2019

The results of the elections are to be announced on May 23. We are expecting another surge in Burnol references. Just in case the exit polls are grossly inaccurate, we might see the 'others' administering the burn-relief dressing.