TLDR: Red Label Natural Care has launched its new ‘Immunity Ki Chuski’ monsoon campaign, featuring a re-imagined Marathi rhyme as a musical anthem. The campaign, conceptualized by Mindshare and Zee Brandworks, is being promoted across digital and radio platforms, including collaborations with Fever FM and Mirchi.
This monsoon, Red Label Natural Care invites India to take a moment, pause, and sip on something warm, nostalgic, and musical. With the launch of its newest mega-campaign, ‘Immunity Ki Chuski’, the brand brings together the melody of childhood memories, the goodness of wellness, and the comfort of tea into one unforgettable monsoon celebration.
At the heart of the campaign is a soulful, high-energy Marathi rhyme ‘Ye Re Ye Re Pausa’, a song that has echoed through generations of monsoon memories. Recrafted into a monsoon anthem by rappers Shreyas Sagvekar and Krunal Ghorpode also known as Kreatex, known for their latest hit song Taamdi Chaamdi. Produced by Zee and directed by Ranju Varghese, this new-age rendition captures the pure joy of dancing in the rain and creatively blends hip-hop beats with Indian classical music, serving as a modern tribute to a timeless tune.
Ishtpreet Singh, Vice President, Beverages India, Tea Category – Red Label, Hindustan Unilever Limited, said: “Red Label Natural Care isn’t just a tea, it’s comfort, care, and culture in a cup. With ‘Immunity Ki Chuski’, we are celebrating monsoon nostalgia, a creative fusion of India’s finest tea and the soulful sounds of our musical heritage. From its symphonic blend of classical tunes and childhood rhymes to the warming promise of Ayurvedic immunity, the campaign shows how Red Label continues to create culturally resonant, emotionally rich storytelling.”
The campaign was conceptualised by Mindshare, Unilever’s media and content agency, in partnership with Zee Brandworks.
Mindshare also led the media deployment and content strategy for the campaign across digital and radio to amplify the message, Red Label Natural Care has collaborated with Fever FM, which has temporarily rechristened itself ‘Immunity FM’ and Mirchi will run a special program “Immunity ki Chuski” with Red Label Natural Care. Across cities, RJs are driving conversations around monsoon wellness while the campaign’s anthem plays on loop, becoming the official soundtrack of the season. You can also catch the track on Zee Marathi & Zee5.
Ashish Sehgal, Chief Growth Officer at Zee Entertainment Enterprises Ltd. (ZEEL) expressed his excitement: “This is Music to our ears, at Zee Marathi, we’ve always been deeply connected to our culture, upholding Zee’s legacy and ethos of crafting stories that feel personal, nostalgic, and rooted. With Brooke Bond Red Label, we celebrated monsoon immunity by reviving an iconic song etched in every Maharashtrian’s childhood. By seamlessly weaving in our beloved Zee Marathi Dilfluencers and credible digital creators, we ensured that the anthem felt both timeless and contemporary. Collaborations like these reflect Zee’s commitment to creating meaningful brand experiences anchored in local culture and shared sentiment.”
With nostalgia as its muse and music as its messenger, ‘Immunity Ki Chuski’ is a campaign that’s drenching India in the kind of feel-good energy only tea and timeless tunes can bring.
Link to the song:
