Glenmark Pharmaceuticals has teamed up with BBDO India for the launch of a new TV commercial that tackles an all-too-common issue—itching caused by fungal infections.
The campaign, titled #HataKhujliLagaCandid, promotes Candid, an anti-fungal dusting powder, and takes a fresh approach to addressing the discomfort that many face during hot and humid months when fungal infections tend to flare up.
The light-hearted yet insightful TVC shows how the urge to scratch can strike anywhere and at any time, but giving in only worsens the problem. With Bollywood actor Divyendu Sharma at the helm, the campaign delivers a humorous and relatable narrative that resonates with consumers while emphasizing the need to address the itch at its source.
Alok Malik, President and Business Head at Glenmark, highlighted the relevance of the campaign, stating, “The message in our latest campaign, ‘Hata Khujli Laga Candid,’ reflects the real challenges many people face during summer, when fungal infections become more common due to heat and humidity. It’s something that almost everyone has experienced, and this campaign offers a simple solution to a frustrating problem.”
The creative force behind the campaign, BBDO India, developed a concept that steps away from typical healthcare advertising. Suraja Kishore, CEO of BBDO India, explained, “Many brands in the healthcare category fall into predictable patterns, making them feel monotonous. We wanted to break that mold. Our work with Candid is based on genuine consumer insights about the frustrations caused by fungal infections, but we’ve packaged that message in a way that’s not only empathetic but also brings a smile to the viewer.”
The TVC is centered around a core human truth: the urge to scratch is almost uncontrollable when faced with a persistent itch. The ad demonstrates how people often find themselves itching in awkward or inappropriate situations, only to worsen the skin infection. The narrative emphasizes that scratching doesn’t solve the problem but rather exacerbates it, leading to prolonged discomfort. Candid, on the other hand, provides immediate relief, targeting both the itch and the underlying fungal infection to give long-lasting results.
Bollywood actor Divyendu Sharma, known for his impeccable comedic timing, brings the campaign to life, adding a playful yet relatable element to the storyline. His performance captures the frustration of dealing with an itch while delivering a memorable message: don’t scratch, just use Candid.
The campaign effectively shifts the focus from a mere product pitch to a relatable experience that many have faced. By addressing the issue of itching from fungal infections with humor and empathy, Glenmark and BBDO India have created a commercial that stands out in the cluttered healthcare advertising space. The approach not only educates but entertains, leaving a lasting impact on the viewer.
With #HataKhujliLagaCandid, Glenmark’s Candid aims to position itself as the go-to solution for fungal infections, offering consumers a quick and effective remedy to stop the itch and treat the root cause. As the temperatures rise and humidity levels increase, Candid’s new campaign couldn’t come at a better time, reminding everyone that relief is just a dusting away.
