Saridon Reinvents Iconic Jingle to Win Over Gen Z Hearts
Saridon revives its iconic jingle with a modern twist, targeting Gen Z while promoting its new Head & Body pain relief tablet. Nostalgia meets innovation!
Deepanjali
Saridon, the iconic pain relief brand, is stepping into the modern era with a revamped version of its legendary jingle, aiming to strike a chord with Gen Z consumers. The nostalgic tagline, “Sirf ek Saridon, aur sar dard se aaraam,” which became a household tune in the 90s, now comes with a contemporary twist. The new version reads, “Sirf ek Saridon, ab har dard se aaraam,” reflecting the brand’s expansion beyond headache relief into the realm of body pain management.
This fresh take on the classic jingle is part of the launch campaign for Saridon Head & Body, the brand’s latest product offering. The reimagined tune was crafted by musician Mayur Jumani, known for his ability to connect with younger audiences through modern and relatable beats. The goal? To make Saridon relevant for younger consumers, who are increasingly influenced by trendy music and digital media.
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Ritu Mittal, Head of Marketing and Digital at Bayer Consumer Health India, elaborates on the decision to rework the beloved jingle. “With changing times and evolving consumer preferences, we felt it was important to adapt the jingle. Firstly, to connect with younger audiences who resonate with contemporary music. Secondly, to highlight Saridon’s expanded focus on body pain relief alongside headaches,” she says.
Saridon has a 90-year legacy, and its ability to create a distinct identity in India’s competitive pharmaceutical market is a testament to its resilience. Advertising in this space is no small feat, with regulations limiting the scope for promotional creativity. Yet, the brand’s catchy jingle has remained a key differentiator, helping it stand out in the crowded analgesic category.
The new Head & Body tablet has been on the market for a while, with an initial ad campaign launched in December last year. However, the brand felt the need to revisit its iconic property to further amplify its reach. According to Mittal, this move also leverages the familiarity of the original jingle while updating it for today’s audience.
The accompanying ad film uses vibrant visuals, a groovy rendition of the tune, and relatable scenarios that highlight the dual-action pain relief of the product. Whether it’s a young professional dealing with long hours at work or someone recovering after a gym session, Saridon Head & Body promises a comprehensive solution for pain relief.
By collaborating with Mayur Jumani, a creator popular among Gen Z and millennials, Saridon ensures its new identity resonates with younger consumers who value both nostalgia and modernity. The campaign reflects a growing trend in branding where legacy products reinvent themselves to stay relevant in an ever-evolving market.
With this bold step, Saridon not only reinforces its commitment to consumer-centric innovation but also ensures that its tagline—whether in its old or new form—continues to remain etched in the memories of generations to come.
