Stay cool, think smart: Ignite Mudra's new campaign for Dermi Cool

Paras Pharma's prickly heat powder DermiCool has launched a new advertising campaign for this summer.

In the new campaign, DermiCool known as 'Thanda thanda powder' for the last eight years makes a shift to a new brand idea, while continuing with its positioning of a prickly heat powder with a focus on cooling properties.

The new brand idea is 'Thanda Raho, Thanda Socho' and has been developed by Dermi Cool's creative agency, Ignite Mudra. It was observed that summer heat generally leaves people frazzled and disturbed even in their mind. DermiCool wanted to own the high ground of ‘cooling – whether physical or beyond’. Hence, the insight was that one needs to feel cool to remain calm and composed in these months.

WATCH TVCs below

"Thanda Raho, thanda socho brings in a more contemporary and relevant appeal to the brand," said Sanjay Menon, creative head, Ignite Mudra. "We've projected the thought through topical and interesting stories. The campaign also introduces Dermi Cool's new variants."

Akashneel Dasgupta, the copywriter on the campaign said, "DermiCool has been the 'Thanda thanda powder' for a long time. However, over a period of time, this physical cooling effect began to be be endorsed by other brands in the same category as well. So we decided to project a different sort of cooling, something which only individuals under high stress are bound to show. Despite the heat making it irritable and annoying for people, these individuals are able to maintain their composure and think smart when the situation demands it."

The slice-of-life campaign showcases how DermiCool users tackle stressful everyday situations with ease as they stay cool and remain unaffected by the extreme heat of summer.

The films have been directed by Amit Sharma of Chrome Pictures.

Credits
Project: Thanda raho, thanda socho
Client: Paras Pharmaceuticals
Creative agency: Ignite Mudra
Office head: Chandan Nath
Chief creative officer: Bobby Pawar
Executive creative director: Sanjay Menon
Copy: Akashneel Dasgupta
Art: Ghanshyam Jadav
Account planning: Krishnaraj Bhat
Account management: Ashok Swamy, Kaushik Sarkar, Meera Ambasana
Director: Amit Sharma
Production House: Chrome Pictures