This summer, Dermicool demonstrates how to avoid the "Garmi ki Pakad."

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 movie has been dramatized to depict the monster that summer is, represented by a scorching hand that stalks the unaware. While the commercial concentrates on summertime issues like stifling heat, body odor, and sweat, it also shows how Dermicool is the best remedy for all of these problems. Also, the well-known commercial "Aaya mausam thande thande Dermicool ka" gives a nostalgic touch to the whole thing.

The summers have always been associated with Dermicool Talc, according to V Kaushik Vedula, AVP-Marketing at Emami Limited. So, we decided to do something new and much more memorable this time. Hence, we devised the fiery hand. Its simplicity is what gives it beauty. Such a straightforward metaphor, yet so powerful.

"In today's world of reels, 5-second skippable advertising, and increasingly declining attention spans, we wanted to build something that captures and holds people's attention," stated Amit Akali, CCO & Co-founder, WYP Wondrlab India, and Gauri Gokarn, the Content Director. Dermicool has long held a special place in people's hearts, but the fiery hand takes it a step further by bringing the sweltering heat of Indian summers to life. We believe it flawlessly fulfills every requirement while also creating a lasting item.

The campaign, which takes a 360-degree approach, seeks to establish Dermicool as the go-to product for summer and is certain to make an impression across all media platforms, including TV, digital, and out-of-home extensions.