Emami Ltd’s flagship Ayurvedic pain-relief brand Zandu Balm has launched #UndoWithZandu, a new culture-led campaign aimed at strengthening its connect with India’s 16-28-year-old consumers and broadening the way the brand talks about pain.
The campaign introduces “Peedaland”, a surreal world where Gen Z encounters modern-day “peedas” ranging from tech neck, screen-time headaches and doomscrolling fatigue to career stress, burnout, overthinking, situationship drama and Monday blues. The campaign’s central proposition — “Peeda ko karo Undo with Zandu” — seeks to combine contemporary cultural relevance with Zandu Balm’s established pain-relief positioning.
Emami Director Mohan Goenka said the initiative builds on Zandu Balm’s long-standing cultural recall, including its association with Munni Badnaam Hui, while focusing on continuously earning relevance with younger consumers.
The campaign has relevance for Siliguri’s expanding urban FMCG market, where traditional retail coexists with organised supermarkets, hypermarkets and rapidly expanding quick-commerce networks. The city currently has a mapped quick-commerce network of 20 dark stores across 16 areas, creating additional opportunities for fast-moving personal-care products to reach digitally active consumers.
Developed by Tree Communications and Abbas Mirza, the campaign will run across television, digital, OTT and social media, including West Bengal. Emami said the Indian rubefacient market is valued at over Rs 6,000 crore, while the balm segment accounts for more than Rs 1,500 crore. The company has a portfolio of over 1,000 products, reaches more than 5.4 million retail outlets through 4,000-plus distributors and operates across 70-plus countries.
