Red Label Natural Care has launched its latest monsoon campaign, ‘Immunity Ki Chuski’, blending tradition, music, and wellness into a refreshing experience. Conceptualised by Mindshare, Unilever’s media agency, in collaboration with Zee Brandworks, the campaign aims to connect emotionally and culturally with Indian audiences during the rainy season.
Red Label: A Nostalgic Take on ‘Ye Re Ye Re Pausa’ With a Modern Twist
The campaign’s highlight is a contemporary version of the classic Marathi children’s rhyme ‘Ye Re Ye Re Pausa’. This new version, performed by rappers Shreyas Sagvekar and Krunal Ghorpode (Kreatex), merges hip-hop beats with classical Indian sounds, creating a monsoon anthem that evokes childhood nostalgia. Directed by Ranju Varghese, the track aims to engage both young and older audiences, delivering a fun yet meaningful message around wellness.
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Ayurveda and Immunity at the Heart of the Campaign
Red Label Natural Care, known for its Ayurvedic ingredients, uses this campaign to reinforce its brand positioning around immunity, warmth, and everyday care. According to Ishtpreet Singh, Vice President, Beverages India – Tea Category at Hindustan Unilever, the initiative is more than just marketing—it’s about resonating with the cultural rhythms of the season while offering real health benefits through its tea blend.
Multi-Platform Reach: From Digital to Radio
The campaign is being rolled out across multiple platforms. Fever FM has temporarily rebranded as ‘Immunity FM’, while Radio Mirchi is hosting a co-branded segment to amplify the message. The anthem is also getting visibility on Zee Marathi and Zee5, supported by a wide network of regional influencers who are helping spread the message across different states and languages.
Zee’s Regional Power Amplifies the Cultural Connection
Ashish Sehgal, Chief Growth Officer at Zee Entertainment Enterprises Ltd., highlighted the significance of regional storytelling. With Zee’s vast regional footprint, the campaign leverages familiar cultural cues to make Red Label Natural Care feel more personal and relevant, especially during a season known for its emotional and nostalgic undertones.
A Campaign That Feels Like Home
‘Immunity Ki Chuski’ is more than just an ad—it’s a heartfelt reminder of home, warmth, and care during the monsoon season. By weaving together Ayurvedic wellness, traditional rhymes, and modern music, Red Label Natural Care successfully positions itself as a brand that not only supports your health but also celebrates Indian culture.
