Red Label Natural Care brews ‘Immunity Ki Chuski’ with a nostalgic monsoon remix

New Delhi: Red Label Natural Care has released a new monsoon-themed initiative titled Immunity Ki Chuski, drawing on cultural nostalgia, music and wellness to connect with audiences during the season.

The campaign was developed by Mindshare, Unilever’s media and content agency, in collaboration with Zee Brandworks. Mindshare also led the campaign’s distribution strategy across digital platforms and radio.

The campaign is a reworked version of the Marathi children’s rhyme Ye Re Ye Re Pausa, recreated as a hip-hop infused track by rappers Shreyas Sagvekar and Krunal Ghorpode, known as Kreatex. The duo is best known for their recent single Taamdi Chaamdi. The music video, directed by Ranju Varghese and produced by Zee, combines Indian classical influences with contemporary beats, evoking childhood memories of dancing in the rain.

Ishtpreet Singh, Vice President, Beverages India, Tea Category, Red Label, Hindustan Unilever, 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.”

To extend the message, the brand has partnered with radio networks Fever FM and Mirchi. As part of the activation, Fever FM has temporarily adopted the moniker ‘Immunity FM’, while Mirchi is hosting a special programming segment under the title Immunity Ki Chuski. Radio jockeys across cities are engaging listeners with discussions on seasonal wellness, with the campaign anthem featuring prominently in playlists. The track is also being promoted across Zee Marathi and Zee5.

Ashish Sehgal, Chief Growth Officer at Zee Entertainment Enterprises Ltd. (ZEEL), said, “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.”

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