Red Label Natural Care launches monsoon campaign ‘Immunity Ki Chuski’

Red Label Natural Care has rolled out a new campaign titled ‘Immunity Ki Chuski’, aiming to combine wellness, music, and cultural familiarity during the monsoon season. The initiative features a contemporary reimagining of the Marathi children’s rhyme Ye Re Ye Re Pausa, with an updated version produced by Zee and directed by Ranju Varghese.

Performed by rappers Shreyas Sagvekar and Krunal Ghorpode (Kreatex), the new track blends classical Indian sounds with hip-hop influences to evoke a sense of nostalgia while delivering a seasonal message on wellness. The track is being promoted as a monsoon anthem across platforms.

According to Ishtpreet Singh, vice president, beverages India – tea category, Hindustan Unilever, the campaign reflects Red Label Natural Care’s broader positioning around warmth and care. He noted that the initiative was designed to resonate culturally and emotionally while also reinforcing the brand’s association with Ayurvedic ingredients.

The campaign was conceptualised by Mindshare in partnership with Zee Brandworks. As part of the media rollout, the anthem will be aired across digital and radio channels, with Fever FM temporarily rebranding as ‘Immunity FM’, and Mirchi running a co-branded programme under the same theme.

Ashish Sehgal, chief growth officer, Zee Entertainment Enterprises Ltd., said that the collaboration with Red Label builds on Zee’s focus on regional storytelling and cultural familiarity. The anthem is being promoted on Zee Marathi and Zee5, with Zee’s network of regional influencers playing a role in content amplification.

By bringing together music, tradition, and messaging around seasonal care, the campaign seeks to engage audiences through familiar cultural references tied to the monsoon.