~ Emami’s heritage balm builds “Peedaland,” turns tech neck and doomscrolling into Gen Z peedas, and asks youth to #UndoWithZandu ~
Mumbai, September 2026: Zandu Balm, from the house of Emami Ltd, has launched #UndoWithZandu — a culture-led push that reframes everyday digital-age discomforts as “peedas” for 16–28-year-olds, while keeping the brand’s Ayurvedic pain-relief promise intact.
At the centre of the film is Peedaland, a surreal world where screen-time headaches, tech neck, doomscrolling fatigue, burnout and Monday blues become the aches Gen Z instantly recognise. A vivacious lead character swoops in as problem-solver with a simple CTA: “Peeda ko karo Undo with Zan
The insight is blunt: Gen Z doesn’t sit with a problem — they deal with it immediately. Zandu ex
Mohan Goenka, Director, Emami Limited, tied the work to Zandu’s pop-culture memory. “Few brands have shaped popular culture the way Zandu Balm has. Its memorable integration with the chartbuster ‘Munni Badnaam Hui’ became a defining moment in Indian advertising, generating unprecedented buzz and cementing the brand’s recall across generations. Building on that legacy, #UndoWithZandu reflects our approach to keeping the brand culturally relevant that reimagines everyday ‘peedas’ for today’s digitally connected consumers.”
He added: “The challenge for a heritage brand is not preserving relevance but continuously earning it. For many Indians, Zandu Balm is a brand they have grown up with. Our ambition is to build the same enduring trust with the next generation, while continuing to evolve with the way they live today.”
For a century-old Ayurvedic fixture, the bet is clear: keep the balm’s instant-relief job-to-be-done, but own the language Gen Z already uses for everything that hurts — then invite them to undo it.
pands “peeda” beyond classic headache and body ache into career stress, overthinking and situationship drama, marrying humour with product efficacy. Creative is by Tree Communications and Abbas Mirza, rolling out across television, digital, OTT and social in priority markets including Maharashtra, Andhra Pradesh, Telangana, Karnataka, Tamil Nadu, Delhi-NCR, Uttar Pradesh, Rajasthan and West Bengal.
The move lands as competition heats up in India’s roughly ₹6,000 crore topical pain-relief market, where heritage balms are racing to stay culturally fluent with digitally native buyers.
Earn relevance, don’t preserve it
du.”
