Zandu Balm, from the house of Emami Ltd, has launched its latest campaign, #UndoWithZandu, bringing a youthful and culturally relevant lens to the everyday discomforts of Gen Z. The campaign reimagines the brand’s familiar idea of “Peeda” to reflect the changing experiences of today’s digitally connected generation.
From tech neck and screen-time headaches to doomscrolling fatigue, overthinking, burnout and Monday blues, the campaign captures the unconventional “peedas” that have become part of modern lifestyles. Through humour and relatable situations, Zandu Balm highlights how young consumers increasingly prefer to address discomfort rather than simply put up with it.
The campaign brings this insight alive through “Peedaland”, a surreal world where youngsters encounter exaggerated versions of their everyday aches and frustrations. A vibrant protagonist appears as the ultimate problem-solver, helping them navigate these situations with the message, “Peeda ko karo Undo with Zandu.”
Aimed at consumers aged 16–28, the campaign represents a new chapter in Zandu Balm’s communication. While retaining its long-standing association with relief from headaches and body aches, the brand is expanding the meaning of “Peeda” to connect with the broader cultural and lifestyle realities of younger consumers.
Mr. Mohan Goenka, Director, Emami Limited, said the campaign reflects the brand’s commitment to continuously evolving with changing consumer lifestyles while retaining the trust built over generations. He added that the initiative aims to establish a lasting connection with Gen Z by speaking their language and understanding their everyday experiences.
Conceptualised by Tree Communications and Abbas Mirza, the campaign will run across television, digital, OTT and social media in key markets including Tamil Nadu, Maharashtra, Karnataka, Telangana, Delhi-NCR, Uttar Pradesh, Rajasthan and West Bengal.