Emami has launched an innovative digital campaign for its popular prickly heat powder brand, Dermicool, using AI-generated visuals to create a futuristic narrative. Titled DermiCool Warriors, the campaign reimagines the iconic jingle “Aaya Mausam Thande Thande Dermicool Ka” in a modern, fantasy-inspired setting, blending nostalgia with next-gen technology.
Executed by Wondrlab with AI support from TopScout. and Crushed Studios, the 30-second digital film portrays itchy summer rashes as “Ghamoriya” monsters. Dermicool emerges as the heroic warrior, armed with the natural cooling powers of Neem and Tulsi to defeat these irritants. The film uses fully licensed generative AI tools, ensuring responsible creative practices.
Kaushik Vedula, AVP-Marketing at Emami, highlighted the strategic shift toward modern storytelling to engage younger audiences. “To stay relevant, we embraced cutting-edge technology while preserving our emotional brand legacy. AI helped us create a visually compelling and cost-effective campaign that aligns with today’s digital-first consumers,” he said.
Amit Akali, co-founder and CCO at Wondrlab, shared that the project allowed the team to push both creative and technological limits. Gauri Gokarn, Content Lead, added that AI amplified the campaign’s execution and visual appeal.
Ibrahim Mir, CCO at The TopScout., emphasized the campaign’s role in breaking stigma around AI in advertising. “This film shows how AI can drive innovative storytelling for heritage brands while connecting with a tech-savvy audience.”
The campaign marks a bold step in merging legacy with innovation in brand communication.
