Key Takeaways
• Emami has launched an AI-powered ad campaign for Dermicool, reimagining its iconic jingle with fantasy-inspired visuals.
• The campaign features “Ghamoriya” monsters representing prickly heat, defeated by Dermicool’s hero character using AI-generated imagery.
• The 30-second digital film was developed using licensed generative AI tools, executed by Wondrlab with creative support from TopScout and Crushed Studios.
• Emami positions the campaign as a cost-effective, agile alternative to traditional advertising, aimed at engaging younger, digital-savvy audiences.
Emami Ltd., one of India’s prominent consumer goods companies, has launched a digitally innovative campaign for its Dermicool prickly heat powder. Titled “DermiCool Warriors,” the campaign incorporates generative AI technology to retell the brand’s longstanding summer message through a futuristic and visually dynamic lens.
The campaign revives the brand’s signature jingle—“Aaya Mausam Thande Thande Dermicool Ka”—and places it within a fictional universe where “Ghamoriya” monsters symbolize prickly heat.
Dermicool is presented as a heroic warrior combating these creatures, backed by the natural benefits of Neem and Tulsi.
Strategic Use of AI in Advertising
The 30-second film is notable for being created entirely with licensed AI-generated visuals, blending traditional brand identity with next-generation creative production. The campaign was conceptualized and executed by Wondrlab, with visual support from TopScout and Crushed Studios.
• AI-generated visuals depict heat rash as animated “monsters” in a mythological world
• The campaign retains the original jingle to connect with long-time users while appealing to Gen Z viewers
• All AI tools used were legally licensed, ensuring ethical compliance in the creative process
According to Emami, this method provides a cost-effective, agile alternative to high-budget productions while allowing more experimental storytelling formats.
Creative Objectives and Brand Positioning
Emami’s approach targets the intersection of brand heritage and digital innovation. By leveraging AI, the company aims to reinvigorate an established product with contemporary creative techniques.
The campaign also sets out to destigmatize the use of AI in mainstream advertising by showcasing how it can deliver immersive, visually engaging content without compromising authenticity.
Implications for the Industry
As AI continues to evolve, the “DermiCool Warriors” campaign represents a shift in how legacy brands can maintain cultural relevance while adopting more efficient production models.
It also underlines a growing trend in global marketing where storytelling, technology, and nostalgia are integrated for multi-generational appeal.
Emami’s move could influence other heritage brands to:
• Reassess traditional ad production costs and timelines
• Experiment with new visual formats and digital storytelling
• Use AI responsibly to enhance, not replace, creative vision
“DermiCool Warriors” is not only a visually inventive campaign but also a strategic blueprint for how brands can balance legacy with innovation.
By placing trust in generative AI and focusing on imaginative storytelling, Emami has delivered a campaign that is both forward-thinking and emotionally resonant.
For more news and insights, visit AI News on our website.
