Emami, one of India’s leading FMCG companies, has launched a cutting-edge digital campaign for its popular prickly heat relief brand Dermicool. Titled “DermiCool Warriors”, this innovative AI-generated ad film blends futuristic visuals with nostalgic elements, breathing new life into the classic jingle “Aaya Mausam Thande Thande Dermicool Ka.”
The campaign, brought to life by creative agency Wondrlab, in partnership with AI content creators TopScout. and Crushed Studios, reimagines the Dermicool experience for the digital generation. It showcases how brands can use AI in advertising to tell compelling stories that are both emotionally resonant and technologically advanced.
Reimagining Dermicool with AI-Generated Fantasy
In a unique visual twist, prickly heat is personified as “Ghamoriya” monsters – symbolic of the skin irritation many experience during hot Indian summers. These monsters are battled by Dermicool, which is portrayed as a heroic warrior powered by the natural strength of Neem and Tulsi.
The entire 30-second digital film was created using licensed generative AI tools, ensuring responsible use while maximizing creativity and production agility. The result is a visually stunning, fantasy-inspired universe that reinforces Dermicool’s brand promise of cooling relief from heat-induced skin issues.
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AI: A Smart and Efficient Creative Choice
With AI becoming more prominent in digital storytelling, Emami’s move to leverage AI-generated visuals signals a shift toward modern, efficient, and cost-effective advertising methods. Instead of relying on high-budget production techniques, this campaign demonstrates how AI can help brands stay agile, innovative, and relevant.
According to Kaushik Vedula, AVP – Marketing, Emami, “DermiCool enjoys the love of its consumers… our new digital film embraces future-facing technologies while staying true to the brand’s emotional legacy.” This statement underscores the brand’s commitment to blending tradition with innovation in its advertising strategy.
Creative Collaboration That Breaks Boundaries
The campaign gave the creative teams at Wondrlab and TopScout. an opportunity to explore AI-powered storytelling in advertising. Amit Akali, Co-founder and CCO of Wondrlab, shared how the brief allowed them to push creative boundaries. The inclusion of AI didn’t just support the vision—it elevated it.
Ibrahim Mir, Chief Creative Officer at TopScout., added, “This film not only breaks the stigma of using AI-generated visuals but also shows how AI can be a powerful facilitator for new-age advertising. With visuals created entirely using AI for a brand that defined our childhood summers, this campaign is targeted at today’s digital audience.”
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Dermicool Warriors: Where Legacy Meets Technology
By reviving the iconic Dermicool jingle and combining it with AI storytelling, Emami’s DermiCool Warriors campaign achieves a rare balance—preserving a brand’s heritage while preparing it for the future. It stands as an example of how AI in marketing can drive deeper engagement and make age-old brand messages more relatable to younger audiences.
With this campaign, Dermicool not only reaffirms its position as a go-to solution for prickly heat but also establishes itself as a modern, forward-looking brand willing to embrace technological innovation.
