Saridon, a name synonymous with headache relief for decades, is now setting its sights on a younger audience. With its iconic jingle, "Sirf ek Saridon, aur sar dard se aaraam," etched into the memories of the 90s generation, the brand is giving it a fresh spin to resonate with today’s digital-first consumers. The revamped tagline, “Sirf ek Saridon, ab har dard se aaraam,” crafted by musician Mayur Jumani, reflects Saridon’s expanded focus with the launch of Saridon Head & Body.

Reinventing a Legacy The pain relief brand, operating in India’s challenging pharmaceutical market, has maintained its leadership in the headache category for over 90 years. Recognized for its catchy jingle, Saridon is now modernizing this legacy to address evolving consumer needs. “Our goal was to connect with younger audiences while showcasing our expanded product range,” explains Ritu Mittal, Head of Marketing and Digital at Bayer Consumer Health India.

This new initiative is not just about a catchy tune but represents a strategic shift. With Saridon Head & Body, the brand now caters to both headache and body pain, reflecting a broader approach to pain relief.

Saridon’s new product offering stems from insights into modern lifestyles. “Extended screen time, physical exertion, and stress often result in combined headaches and body pain,” shares Mittal. The Head & Body variant complements a portfolio that already includes New Saridon for headaches and Saridon Woman for period pain relief. By addressing multiple pain points, the brand aims to meet the increasing demand for comprehensive solutions.

To engage Gen Z, Saridon is embracing contemporary music and social media. The campaign’s centerpiece—the remixed jingle—is exclusively available on Instagram, hosted on Saridon’s and Mayur Jumani’s accounts. “We’ve accumulated over two million views already, and this is just the beginning,” Mittal reveals.

While the campaign begins as a digital-first effort, traditional media will also play a role in future promotions, ensuring the brand’s message reaches a wider audience.

Saridon faces unique challenges in educating consumers about effective pain management. “Many people rely on home remedies or delay seeking proper solutions, which impacts awareness of reliable OTC products,” notes Mittal. However, the pandemic has spurred a shift toward proactive health management, with consumers showing greater interest in product ingredients and benefits—a trend that favors Saridon.

Traditional pharmacies remain Saridon’s primary sales channel, but e-commerce is emerging as a significant contributor, especially with the rise of quick-commerce platforms. Despite regulatory constraints on online medicine delivery, the category’s growth potential is undeniable. “The need for rapid medicine delivery is immense, and advancements in this area are promising,” Mittal says.

By reimagining its iconic jingle and expanding its portfolio, Saridon is not just addressing immediate pain relief needs but also positioning itself as a leader in holistic health management. With its eyes set on the future, the brand is ready to bridge its legacy with modern consumer expectations.