Red Label natural care launches OTT ad campaign ‘Immunity Ki Chuski’ to boost monsoon immunity

Hindustan Unilever’s Red Label Natural Care has launched an evocative new campaign titled ‘Immunity Ki Chuski,’ aimed at reinforcing wellness and immunity during the monsoon season. Conceptualized by Mindshare, HUL’s media agency, in collaboration with Zee Brandworks, the campaign strategically blends music, cultural nostalgia, and Ayurvedic wellness.

The core of the campaign is a reworked version of the legendary Marathi rhyme Ye Re Ye Re Pausa, created by Zee and directed by Ranju Varghese. The anthem takes shape through a contemporary music prism by rappers Shreyas Sagvekar and Krunal Ghorpode (Kreatex), who bring classical Indian beats within the lens of the latest hip-hop, resulting in an intense, sound-based experience that's as much rooted in tradition as it is in modernity.

Ishtpreet Singh, VP, Beverages India – Tea Category, Hindustan Unilever, stated the campaign fits Red Label Natural Care's positioning on "warmth and care," as well as emphasizing its Ayurvedic heritage. "The initiative is emotionally resonant and culturally relevant, particularly in a season where immunity is most salient," Singh further added.

The campaign is being extensively broadcast on OTT and radio platforms. Radio network Fever FM has, for a short period, rebranded as Immunity FM, and Mirchi is producing a co-branded show with the same concept. Zee Marathi and Zee5 have taken on the entire content promotion, which is further supported by local influencers, thereby creating local engagement.

According to Ashish Sehgal, Zee Entertainment Enterprises Ltd.'s Chief Growth Officer, the partnership further strengthens Zee's promise of culturally relevant storytelling.

With 'Immunity Ki Chuski,' Red Label Natural Care brings music, culture, and wellness together to convey a monsoon message that is both timely and emotive.

Let’s go through the advantages of OTT ad campaign

• More precise audience targeting
  OTT platforms use a rich database of viewer information to serve advertisements to their audience based on demographics, interests, and behavior. Hence, this ensures that the promotions will be aired or seen by the relevant audience that is most likely to convert.
• Completion & engagement rates are always high
  The viewership and ad completion rate of people watching on OTT platforms is always high since ads are often non-skippable or have limited skippability. This implies there is a greater likelihood of your message being watched in full and leaving a lasting impression.
• Cross device
  OTT commercials can be served across all types of devices like smart TVs, smartphones, tablets, and laptops. These multi-device approaches will ensure that the audience is hit wherever they stand.
• Real time metrics & performance monitoring
  Advertisers are granted real-time metrics on views, clicks, and conversions. Such provides ease in monitoring performance and optimizing in real time.
• Cost effective & flexible budget
  Compared to traditional television, OTT advertising is cost-effective and has flexible budgeting. This makes it suitable for small, medium, and even large companies.

If you want OTT ad campaigns for your brand, then Excellent Publicity can help you achieve your objective. For more such advertising news, Stay tuned for more such advertising news!