MUMBAI: Candid and BBDO India’s latest TVC campaign, #HataKhujliLagaCandid for Glenmark looks to delve deeper into the psyche of the consumer going through the irritation of fungal infections caused by intense and uncontrollable itching. Candid is an anti-fungal dusting powder from Glenmark.
Glenmark president and business head Alok Malik 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 complimented the 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.”
The campaign conceptualised by BBDO India touches upon the human truth that scratching an itch is an involuntary and uncontrollable action. The film shows 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. Bollywood actor Divyendu Sharma stars in this new campaign, bringing to the fore his comedic timing.
YouTube Link :
