In a bold move that signals a shift in Indian FMCG advertising, Emami Limited has unveiled a fully AI-visual-generated advertisement for its popular prickly heat powder brand, Dermicool. The new digital film, Dermicool Warriors, reimagines the brand’s iconic jingle “Aaya Mausam Thande Thande Dermicool Ka” within a futuristic fantasy world, where AI-powered storytelling meets nostalgic brand recall.
The campaign, developed in just 30 days, is the result of a collaboration between creative agency Wondrlab and AI partners TopScout Pvt. Ltd. and Crushed Studios. The 30-second ad film sets a new benchmark in brand communication, combining the brand’s legacy with cutting-edge generative technology to deliver a vibrant visual experience for modern consumers.
Set in a mythical realm, the narrative frames summer skin issues as “Ghamoriya” monsters—metaphors for prickly heat—who are vanquished by the heroic Dermicool warrior. The character draws strength from Neem and Tulsi, reinforcing the product's natural ingredients and double-cooling action.
All visuals in the film were created using licensed AI tools, ensuring both legal compliance and ethical use. Emami positions this campaign as a cost-effective and agile alternative to traditional high-budget film production.
“DermiCool enjoys the love of its consumers owing to it consistently delivering cooling relief from heat and associated problems like prickly heat. In our efforts to win the new generation consumers we realized that we needed to adopt modern story telling formats while retaining the legacy we are proud of. DermiCool Warriors, our digital film, is an effort in that direction. It embraces future-facing technologies in brand communication while staying true to the brand’s core emotional legacy and promise. The campaign highlights the strategic use of AI as a cost-effective alternative to high-budget filmmaking, while being more agile and efficient approach to creative development,” said Mr. Kaushik Vedula, AVP-Marketing, Emami Limited.
Amit Akali, Co-founder and CCO of Wondrlab, & Gauri Gokarn Content Lead, added, “Very rarely does a client present a brief that lets us push creative and technological boundaries. We had the concept in place, but bringing AI into the mix supercharged the execution and gave the film an entirely new visual identity.”
Mr. Ibrahim Mir, Chief Creative Officer at The TopScout, commented, “We’re proud to be developing this ground-breaking digital film with partners at Emami who've courageously accepted the power of AI-led filmmaking. This film not only breaks the stigma of using AI generated visuals but also pushes the bar for how AI can be a facilitator for the new age advertising. With visuals created entirely with the power of AI for a brand that defined our childhood summers, it's targeted at resonating with the digital audience of today. This campaign blends nostalgia with innovation, reviving the iconic jingle ‘Aaya Mausam Thande Thande Dermicool Ka’ through a future-ready, trendsetting AI-gen approach.”
Following its digital-first debut across Emami’s online platforms, Dermicool Warriors will also be showcased on digital streaming platforms and cinema screens nationwide.
