Emami Limited, one of India’s foremost FMCG companies, takes a bold leap into the future of brand advertising with the launch of a fully AI-generated ad film for its flagship prickly heat powder, Dermicool. Titled “Dermicool Warriors,” the campaign reimagines the iconic jingle “Aaya Mausam Thande Thande Dermicool Ka” through a futuristic lens, blending cutting-edge generative AI with immersive storytelling. Emami harnessed the power of emerging AI technologies to breathe new life into its brand narrative, delivering a visually striking and emotionally resonant campaign that breaks conventional norms.
Realized in just 30 days, the film was brought to life through a collaborative effort between Wondrlab (Creative Agency), TopScout Pvt. Ltd., and Crushed Studios (AI Partners). The result is a 30-second digital film that fuses Dermicool’s nostalgic charm with next-generation visual storytelling, while powerfully reinforcing its core promise—instant cooling relief from prickly heat, empowered by the natural goodness of Neem and Tulsi.
Set in a mythical, fantasy-inspired universe, the ad creatively portrays prickly heat as menacing “Ghamoriya” monsters—symbolic of itchy summer skin rashes—vanquished by the heroic Dermicool warriors. The seamless integration of AI-generated visuals, the brand’s signature jingle, and a compelling narrative positions the film as a landmark in Indian FMCG advertising.
Importantly, all AI tools used in the campaign were fully licensed, ensuring ethical, responsible, and legally compliant creative execution.
“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.”
“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”, said, Mr. Ibrahim Mir, Chief Creative Officer, The TopScout.
