The cutting-edge film follows the success of the iconic ‘Garmi ki Pakad’ campaignIn a bold leap forward for AI-driven creativity in advertising, Wondrlab India has once again teamed up with the iconic summer brand DermiCool to unveil fully AI-generated advertisement. Brought alive in collaboration with AI creative agencies, The TopScout and Crushed Studios, this innovative film continues the brand’s momentum following the tremendous success of its previous ‘Garmi ki Pakad’ campaign.
Crafted by Wondrlab, a leading martech network, the new film reimagines the battle against ghamoriyan (prickly heat) through a dynamic, video game-inspired narrative. Set on a stylized battlefield, it features cool warriors taking down ghamoriya (prickly heat) causing heat monsters, symbolizing DermiCool’s powerful cooling action.
Kaushik Vedula, AVP-Marketing, DermiCool at Emami India, said, “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”
Amit Akali, Co-founder and CCO of Wondrlab, 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.”
Gauri Gokarn, Content Lead at Wondrlab, shared,
“While AI is still in its early days in advertising, this project has shown us just how powerful the technology can be when used thoughtfully. It wasn’t just about creating content—it was a collaborative learning journey that opened up new creative avenues.”
The AI-generated film is now live across all major digital platforms, marking a milestone in the evolution of tech-enabled storytelling in Indian advertising.
