Mumbai: As temperatures rise across the country, Navratna Cool Talc has unveiled a high-energy summer campaign featuring actor Varun Dhawan in a double role alongside veteran filmmaker David Dhawan, bringing alive the brand’s signature proposition of ‘dumdaar thandak’.
Conceptualised and executed by Wondrlab India, the campaign showcases a sharp contrast between users and non-users of Navratna Cool Talc. Varun Dhawan steps into two contrasting avatars — one cool, confident and refreshed, and the other visibly uncomfortable in the scorching heat. Adding a nostalgic Bollywood-inspired touch, David Dhawan appears in the film to decide who truly deserves the title of “The One.”
The campaign also highlights the expansion of Navratna Cool Talc’s fragrance portfolio with the launch of its new Pink Talc variant, while reinforcing the brand’s long-standing positioning around intense cooling relief during peak summer.
Speaking on the campaign, the Emami spokespersons said, “We wanted to bring the brand truth of ‘real cool’ to life through the ‘cool vs uncool’ story in a way that is both highly entertaining and strategically effective. Varun’s signature fun-filled style of acting, combined with David Dhawan’s classic directorial flair, gave us the perfect canvas to dramatize how powerfully Navratna Cool Talc transforms the summer experience. It’s a high-energy, film-inspired narrative, but one grounded in a very real product truth.”
Adding to this, Hemant Shringy, Managing Partner & CCO, Wondrlab India, said, “Navratna Cool Talc has always stood for an unmistakable, almost cinematic sense of cooling. With this campaign, we leaned into that legacy and dialled it up with a playful, high-energy narrative that brings together two generations of the Dhawans. The idea was to make the experience of ‘dumdaar thandak’ not just felt, but seen and enjoyed.”
Now live across leading platforms, the campaign blends entertainment, nostalgia and product storytelling to mark the onset of summer, while positioning Navratna Cool Talc as a go-to cooling solution for consumers battling the heat.
