Zandu Balm, from the house of Emami Ltd, has launched its latest campaign, #UndoWithZandu, aimed at strengthening its relevance among Gen Z consumers. The campaign targets the 16-28 age group by reframing everyday discomfort through situations familiar to younger audiences, including screen-time headaches, tech neck, doomscrolling fatigue, overthinking and the Monday blues.
At the centre of the campaign is Peedaland, a surreal world where young consumers encounter the aches and frustrations of modern life. A lead character then steps in to help them tackle these challenges with the campaign's central message, “Peeda ko karo Undo with Zandu.” The campaign builds on Zandu Balm's established positioning as a pain-relief brand while broadening the meaning of peeda beyond physical discomfort. The brand aims to connect traditional product credentials with the way younger consumers talk about and respond to everyday challenges.
Speaking on the new campaign, Mohan Goenka, Director, Emami Limited, said, “Few brands have shaped popular culture the way Zandu Balm has. Its memorable integration with the chartbuster ‘Munni Badnaam Hui’ became a defining moment in Indian advertising, generating unprecedented buzz and cementing the brand's recall across generations. Building on that legacy, #UndoWithZandu reflects our approach to keeping the brand culturally relevant that reimagines everyday ‘peedas’ for today's digitally connected consumers. The challenge for a heritage brand is not preserving relevance but continuously earning it. For many Indians, Zandu Balm is a brand they have grown up with. Our ambition is to build the same enduring trust with the next generation, while continuing to evolve with the way they live today.”
Developed by Tree Communications and Abbas Mirza, the campaign will run across television, digital, OTT and social media. It will be rolled out across key markets including Maharashtra, Andhra Pradesh, Telangana, Karnataka, Tamil Nadu, Delhi-NCR, Uttar Pradesh, Rajasthan and West Bengal.
The campaign comes as Zandu Balm seeks to strengthen its position among younger consumers while retaining its association with quick relief from headaches, body aches and cold through its Ayurvedic formulation. With #UndoWithZandu, the brand's proposition is summed up in its latest tagline: “Har Peeda Ko Karo #UndoWithZandu.”
