Emami × Mohun Bagan Super Giant, 1994

Digital/social · 1 Sep 2026

A campaign reframing pain for 16-28 year-olds by turning everyday 'peedas' -- screen-time headaches, tech neck, doomscrolling fatigue -- into a surreal world called 'Peedaland', fronted by a fictional problem-solver character with the call to action 'Peeda ko karo Undo with Zandu', extending the legacy balm brand's relevance beyond physical aches.

Ad film · 14 May 2026

A summer campaign in which Varun Dhawan plays contrasting 'cool' and 'uncool' avatars to dramatise Navratna Cool Talc's cooling proposition, with his father David Dhawan appearing to judge who deserves the title, timed to the launch of a new Pink Talc variant.

Agency: Wondrlab India. Talent: Varun Dhawan, David Dhawan.

Rebrand · 13 Nov 2025

Emami repositioned Kesh King as Kesh King GOLD, moving from a purely Ayurvedic proposition to 'Ayurveda + Science' with a new identity, packaging and an Advanced Hair Growth Serum containing Redensyl, AnaGain, Kopexil Aqua and Procapil; Shilpa Shetty continues as brand ambassador.

Talent: Shilpa Shetty.

Digital/social · 7 May 2025

A fully AI-generated 30-second digital film, reportedly India's first for an FMCG brand, recasting prickly-heat relief as a fantasy battle between Neem-Tulsi-powered heroes and monster 'Ghamoriyas', built in 30 days around Dermicool's classic 'Thande Thande' jingle.

Agency: Wondrlab India.

Rebrand · 9 Jan 2025

Emami dropped the word fair from the brand it launched in 2005 and relaunched it as Smart and Handsome, signing Kartik Aaryan as the ambassador for the new name.

Talent: Kartik Aaryan.

Ad film · 2 May 2024

Kesh King put Shilpa Shetty, its face since 2019, alongside Palak Tiwari for the anti-hairfall shampoo, pairing the two to reach both older and younger buyers.

Talent: Shilpa Shetty, Palak Tiwari.

Integrated campaign · 30 Apr 2024

A branded-content series in which Kapil Sharma plays the fixer to Sumona Chakravarti, Kiku Sharda and Gaurav Gera as they cope with everyday chaos, running across TV, social, print, WhatsApp, performance and influencer channels.

Agency: Wondrlab. Talent: Kapil Sharma, Sumona Chakravarti, Kiku Sharda, Gaurav Gera.

Ad film · 11 Nov 2022

Emami signed Akshay Kumar as BoroPlus ambassador for a winter TVC in which he prescribes the antiseptic cream to his mother's cracked heels, his aunt's dry skin and a child's rash, building the multi-purpose family claim.

Talent: Akshay Kumar.