Kolkata, : Zandu Balm, from the house of Emami Ltd, has launched a new campaign, #UndoWithZandu, aimed at connecting with Gen Z by presenting everyday aches and frustrations in a language and cultural context familiar to young consumers.The campaign takes a contemporary view of peeda (discomfort), extending the idea beyond conventional physical pain to include experiences associated with digital lifestyles, such as screen-time headaches, tech neck, doomscrolling fatigue, overthinking, career stress and everyday burnout.
At the centre of the campaign is “Peedaland”, a surreal setting where young people encounter exaggerated versions of the discomforts of modern life. A lively lead character helps them overcome these situations, with the campaign’s central message: “Peeda ko karo Undo with Zandu.”
The initiative is designed to strengthen Zandu Balm’s connection with consumers aged 16-28 while retaining its established association with relief from headaches, body aches and cold. The campaign uses humour and contemporary storytelling to present the brand’s longstanding proposition in a format suited to today’s digital-first audience.
Zandu Balm has been a familiar name in Indian households for decades, with its Ayurvedic formulation and association with everyday pain relief. The new campaign seeks to build on this legacy by adapting the way the brand talks about discomfort for a younger generation.
Commenting on the campaign, Mohan Goenka, Director, Emami Limited, said that Zandu Balm has built a strong place in popular culture over the years and that the new campaign is intended to keep the brand relevant to digitally connected consumers.
“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,” Goenka said.
He added that #UndoWithZandu builds on that legacy by reinterpreting everyday peedas for today’s 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,” he said.