Navratna has launched a new campaign for Navratna Cool Talc featuring Varun Dhawan in a double role alongside filmmaker David Dhawan. Conceptualised and executed by Wondrlab India, the campaign highlights the contrast between users and non users of Navratna Cool Talc. Varun Dhawan appears in two contrasting avatars, with one character shown as cool and refreshed while the other struggles with the summer heat.
David Dhawan appears in the campaign in a judging role, adding a Bollywood inspired treatment to the narrative. The campaign focuses on the brand’s ‘dumdaar thandak’ proposition and also introduces the new Pink Talc variant as part of Navratna Cool Talc’s expanding fragrance portfolio.
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.”
Hemant Shringy, Managing Partner & CCO, Wondrlab, 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.”
