Navratna Cool Talc has launched a Bollywood-style summer campaign featuring Varun Dhawan in a double role, alongside veteran filmmaker David Dhawan.
Conceptualised and executed by Wondrlab India, the campaign film demonstrates a contrast between users and non-users of Navratna Cool Talc. Varun transforms into two distinct avatars—one cool, confident and refreshed, and the other visibly struggling in the sweltering heat. Adding a nostalgic twist, David steps in with his signature flair to decide who truly earns the title of his 'real son’.
The campaign highlights the brand’s ‘dumdaar thandak’ proposition and the expansion of its fragrance portfolio with the launch of the new Pink Talc variant.
Commenting on the campaign, an Emami spokesperson said, “We wanted to bring the brand truth of ‘real cool’ to life through the ‘cool vs uncool’ story in a way that is both highly entertaining and strategically effective. Varun’s signature fun-filled style of acting, combined with David Dhawan’s classic directorial flair, gave us the perfect canvas to dramatise how powerfully Navratna Cool Talc transforms the summer experience. It’s a high-energy, film-inspired narrative, but one grounded in a very real product truth.”
Hemant Shringy, Managing Partner & CCO, Wondrlab added, “Navratna Cool Talc has always stood for an unmistakable, almost cinematic sense of cooling. With this campaign, we leaned into that legacy and dialled it up with a playful, high-energy narrative that brings together two generations of the Dhawans. The idea was to make the experience of ‘dumdaar thandak’ not just felt, but seen and enjoyed.”
