Iconic Ads: Zandu Balm – Pidahari Balm
Zandu Balm became a universal remedy for pain relief. It took the higher ground of ‘relief from all troubles’.
Zandu Balm, based on ayurvedic concepts, with a blend of natural ingredients, was introduced in the 1930s. People began to believe in its efficacy and multipurpose use as a pain relief balm as they began to use it, which culminated in a lot of word-of-mouth advertising.
In India, the use of balms is very popular. Zandu Balm is an important analgesic for muscular aches and pains apart from being a remedy for headache and nasal congestion.
It is known as a general-purpose item rather than a pharmaceutical one.
Later on, it became a very personal product. People began to use it as a stress reliever in addition to a pain reliever. One of the reasons for this is its effective and calming smell.
During the 90s, Ulka decided to position the brand properly. There was competition from Iodex (Ooh, aah, ouch), Amrutanjan (It’s gone, Poye Poch) etc.
The usage of the balm was by people from all socioeconomic backgrounds.
It was determined that Zandu Balm would not focus on just back pain, cold or headache but to offer itself as a universal remedy for pain relief. It took the higher ground of ‘relief from all troubles’.
Under the leadership of Shashi Sinha for strategy, the now-famous line/jingle was created by Rajendra Chura – Zandu Balm, Zandu Balm, Pidahari balm. The music was given by Ashok Patki.
The simple melody and the hummable jingle captured the promise and it went on to be synonymous with the brand.
The jingle has been an inseparable part of the brand for over two decades. Zandu was, without a doubt, a category leader for many years.
