Red Label Natural Care has rolled out a campaign ‘Immunity Ki Chuski’ (sip of immunity), to showcase the offerings of its tea and how it can build health, warmth and wellness during the monsoon season.

Conceptualised by Mindshare and in partnership with Zee Brandworks, the campaign consists of an ad film.

The film opens at a tea stall, where a wall proudly declares: Red Label is ours. At its core is the beloved Marathi rhyme Ye Re Ye Re Pausa, a nostalgic monsoon Marathi anthem that’s been passed down through generations. Now reimagined by rappers Shreyas Sagvekar and Krunal Ghorpode (aka Kreatex), the track blends hip-hop with Indian classical, celebrating the sheer joy of dancing in the rain. The film gives this timeless tune a modern spin while seamlessly weaving in Red Label’s presence.

What we think about it: The poetic rhyme brings back old childhood memories and will for sure resonate with anyone who has grown up in Maharashtra reciting these lines during the monsoon season. The new rendition is upbeat too. However, the tea branding isn't that prominent and its properties aren't showcased that well that a consumer would go ahead and opt for it.

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.”

Ashish Sehgal, chief growth officer, Zee Entertainment Enterprises, (ZEEL), added, “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.”