Glenmark’s Candid’s New TVC by BBDO Redefines Advertising Codes in Healthcare

The new TVC strikes a chord with consumers, for the way brand has been able to nudge for behaviour change towards stopping that uncontrollable urge to itch for momentary relief which makes the skin infection worsen.

Commenting on the new campaign, Glenmark’s Alok Malik, president and business head said, ” The latest campaign on flagship brand Candid "Hata Khujli Laga Candid."

is quite an insightful message to address the problem of  itch due to fungal infection in summer suffered almost by every individual which gets compounded due to heat and humidity.”

BBDO’s CEO Suraja Kishore compliments partners at Glenmark for having gone ahead with this approach that the agency team suggested, he said, “Most brands look and feel same in a category because they fall into the trap of category clichés. That healthcare advertising doesn’t have to be serious and boring is underlined in our work for Candid. Consumer confessions about their condition when they suffer from fungal infections led us to this empathetic narrative that brings a smile; like an instant relief that an OTC solution must deliver.”

Candid, India's number one antifungal dusting powder over the years has gained the trust of doctors and is also the NO.1 prescribed brand of anti-fungal dusting powders. The campaign conceptualized by BBDO India touches upon the human truth that scratching an itch is an involuntary and uncontrollable action. The film takes a humorous approach to show how we can get the urge to itch anywhere and everywhere - but it only scratches (pun intended) the problem and worsens the skin infection. The campaign highlights how Candid gets rid of the itch and skin infection completely and asks people to not give in to their urge to itch that makes it worse. Popular Bollywood actor Divyendu Sharma stars in this new campaign, bringing to the fore his amazing comedic timing that he’s well-known for.