Zandu Balm, from Emami Ltd, has launched #UndoWithZandu, a campaign aimed at consumers aged 16-28 as the Ayurvedic brand seeks to adapt its traditional pain-relief proposition to changing lifestyles and consumer behaviour. The campaign turns screen-time headaches, tech neck, doomscrolling fatigue, burnout, career stress, overthinking, situationship drama and Monday blues into contemporary “peedas”.
At its centre is “Peedaland”, a surreal world where young consumers encounter these modern discomforts, with the message “Peeda ko karo Undo with Zandu.” Developed by Tree Communications and Abbas Mirza, the campaign is being rolled out across television, digital, OTT and social media, including West Bengal.
The strategy has implications for a rubefacient market that Emami estimates at over Rs 6,000 crore, with the balm segment exceeding Rs 1,500 crore. Director Mohan Goenka said the initiative builds on Zandu’s cultural legacy, including its association with Munni Badnaam Hui, while seeking to continuously earn relevance with younger consumers.
Asansol presents a developing opportunity for FMCG brands as traditional retail increasingly intersects with organised and digital channels. Reliance SMART Superstore adds organised-retail reach, while July 2026 data recorded three quick-commerce dark stores, indicating that digital FMCG distribution remains relatively underdeveloped and has room for expansion.
Emami, with 1,000-plus products, reaches more than 5.4 million Indian retail outlets through 4,000-plus distributors and operates in 70-plus countries, making the campaign part of a broader effort to sustain consumer relevance and category growth.
