Red Label Natural Care has unveiled its new monsoon campaign, ‘Immunity Ki Chuski’, blending wellness, music, and cultural nostalgia to connect with audiences during the rainy season. Conceptualised by Mindshare in collaboration with Zee Brandworks, the campaign reimagines the popular Marathi children’s rhyme Ye Re Ye Re Pausa as a contemporary anthem.
The updated track, produced by Zee and directed by Ranju Varghese, features a fusion of classical Indian elements with hip-hop, performed by rappers Shreyas Sagvekar and Krunal Ghorpode (Kreatex). Promoted as a monsoon wellness anthem, the song aims to deliver both emotional and seasonal resonance.
Ishtpreet Singh, VP, Beverages India – Tea Category, Hindustan Unilever, said the campaign reflects the brand’s essence of warmth and care, highlighting the benefits of Ayurvedic ingredients during the monsoon. The musical storytelling intends to create a cultural and emotional connect with Indian households.
As part of the campaign rollout, Fever FM will temporarily rebrand as ‘Immunity FM’, and Mirchi will run a co-branded segment under the same theme. The anthem will be promoted across digital, radio, and TV platforms, with a strong push on Zee Marathi and Zee5.
Ashish Sehgal, Chief Growth Officer, Zee Entertainment, noted the campaign builds on Zee’s focus on regional storytelling and cultural relevance. Zee’s regional influencer network is also contributing to content amplification.
By merging tradition, music, and wellness, the campaign taps into monsoon nostalgia while reinforcing Red Label Natural Care’s positioning in seasonal health.
