Mumbai: This monsoon, Red Label Natural Care brings together the warmth of tradition, the joy of childhood nostalgia, and the power of wellness in its new campaign, ‘Immunity Ki Chuski’. Inspired by the Marathi folk classic ‘Ye Re Ye Re Pausa’, the campaign reintroduces the beloved rhyme in a spirited, contemporary avatar—merging memory, melody, and immunity into one refreshing experience.
At the heart of the initiative lies a vibrant monsoon anthem—a modern reimagination of the iconic Marathi song, produced by Zee and directed by Ranju Varghese. Performed by rappers Shreyas Sagvekar and Krunal Ghorpode (Kreatex)—known for their recent hit Taamdi Chaamdi—the rendition is a musical tribute that fuses hip-hop beats with Indian classical rhythms, perfectly capturing the nostalgic monsoon mood of India.
Ishtpreet Singh, Vice President, Beverages India, Tea Category – Red Label, Hindustan Unilever Limited, shared, “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.”
Conceptualised by Mindshare, Unilever’s media and content agency, in collaboration with Zee Brandworks, the campaign is being amplified across digital platforms and radio. Fever FM has temporarily transformed into ‘Immunity FM’, while Radio Mirchi is hosting a special segment titled “Immunity ki Chuski” that highlights monsoon wellness tips with regular plays of the anthem. The track is also airing on Zee Marathi and Zee5, ensuring it resonates widely with audiences.
Ashish Sehgal, Chief Growth Officer at Zee Entertainment Enterprises Ltd. (ZEEL), commented, “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.”
Watch the anthem here:
