Emami Limited has launched a fully AI-generated visual ad film for its flagship prickly heat powder brand, DermiCool. Titled “DermiCool Warriors,” the 30-second digital film reimagines the beloved jingle “Aaya Mausam Thande Thande DermiCool Ka” within a futuristic, fantasy-inspired narrative powered entirely by generative AI.
The brand collaborated with Wondrlab (creative agency), TopScout Pvt. Ltd., and Crushed Studios (AI partners) to bring the concept to life in just 30 days. The campaign aims to connect with a new generation of digital-first consumers while preserving the emotional legacy of the brand.
Set in a mythical universe, the film introduces viewers to “Ghamoriya” monsters symbolising prickly heat and itchy skin rashes who are vanquished by the heroic DermiCool Warriors armed with the cooling power of Neem and Tulsi. The AI-generated visuals offer a fresh take on storytelling while reinforcing the product’s core benefits.
Following its digital-first release on the brand’s owned channels, DermiCool Warriors will also be showcased across digital platforms and cinema screens.
“DermiCool enjoys strong consumer loyalty thanks to its consistent delivery of cooling relief from summer heat and related skin problems. With this campaign, we aimed to adopt modern storytelling formats while retaining our legacy. DermiCool Warriors embraces future-facing technologies in brand communication while staying true to our core promise,” said Kaushik Vedula, AVP – Marketing, Emami Limited.
Amit Akali, Co-founder and CCO of Wondrlab, and Gauri Gokarn, Content Lead, added, “Very rarely does a brief allow such creative and technological freedom. The idea was in place, but introducing AI elevated the execution and gave the film an entirely new visual identity.”
Ibrahim Mir, Chief Creative Officer at The TopScout, noted, “This project breaks the stigma around AI-generated visuals in advertising. We’re proud to develop a digital film that not only taps into childhood nostalgia but also redefines what’s possible with AI in brand storytelling.”
