Ad Campaigns
Dermicool launches campaign Garmi ki Pakad
Mumbai: Dermicool Talc is back this summer with another campaign about Garmi ki Pakad. With a fresh take on the iconic jingle, this ad campaign has been conceptualised by What’s Your Problem, a Wondrlab company.
The film itself has been dramatised to show the monster that summer is, in the form of a fiery hand that follows unsuspecting people. While the campaign focuses on the problems caused by summer like prickly heat, body odour and sweat, it also illustrates how Dermicool is the ultimate solution for all these issues. Plus, the iconic jingle “Aaya mausam thande thande Dermicool ka” adds a touch of nostalgia to it all.
Emami Ltd. AVP-marketing V Kaushik Vedula said, “Dermicool Talc has always been associated with summers. But this time, we wanted to do something different, something even more memorable. So we came up with the fiery hand. Its beauty lies in its simplicity. It is such a simple metaphor yet so impactful.”
WYP Wondrlab India CCO & co-founder Amit Akali, and content director Gauri Gokarn said, “In today’s world of reels, five second skippable ads and rapidly reducing attention spans, we wanted to create something that grabs and holds people’s attention. While Dermicool has always had a distinguished place in people’s minds, the fiery hand goes a step further and brings alive the heat of Indian summers. We think it beautifully checks all the boxes while also making it a memorable piece.”
With a 360-degree approach, the campaign plans to ingrain Dermicool as the go-to for summers and is sure to create an impact with all the media channels including TV, Digital, and out-of-home extensions.
Click on the link to watch the film:
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
