For a brand that has been part of Indian households for decades, staying relevant to a generation that scrolls past traditional advertising is becoming a different kind of business challenge. Zandu Balm, from Emami Ltd, is addressing it with #UndoWithZandu, a campaign that turns tech neck, screen-time headaches, doomscrolling fatigue, burnout, overthinking and even situationship drama into Gen Z’s everyday “peedas”.
At the heart of the campaign is “Peedaland”, a surreal world where young consumers confront these modern discomforts before a lead character helps them “undo” their peeda with Zandu. Targeting the 16-28 age group, the campaign builds on Zandu’s decades-old pain-relief proposition while attempting to make the brand culturally relevant to younger consumers. Emami Director Mohan Goenka said the strategy builds on Zandu’s popular-culture legacy, including its association with Munni Badnaam Hui.
The opportunity is significant, with the company valuing India’s rubefacient market at over Rs 6,000 crore and the balm segment at more than Rs 1,500 crore.
Darjeeling offers a mix of traditional pharmacies, general trade and organised retail. Basu Pharmacy and other pharmacies operate around Chauk Bazaar, while Reliance SMART Bazaar at Rink Mall provides an organised retail channel for personal-care products.
Developed by Tree Communications and Abbas Mirza, #UndoWithZandu will roll out across TV, digital, OTT and social media in priority markets including West Bengal. Emami has a portfolio of 1,000-plus products, reaches over 5.4 million retail outlets through 4,000-plus distributors and has an international presence across 70-plus countries.