Glenmark’s Candid teams with BBDO for innovative TVC

Glenmark's Candid has teamed up with BBDO India to launch a groundbreaking TV commercial that redefines advertising standards in the healthcare sector. The new campaign, titled #HataKhujliLagaCandid, delves into the psyche of consumers grappling with the discomfort of fungal infections and the incessant itching that accompanies them.

The TVC strikes a resonant chord with audiences by addressing the common urge to scratch, which often exacerbates the skin infection. The campaign features Bollywood actor Divyendu Sharma, known for his comedic timing, who brings humor to the portrayal of the common urge to itch, emphasizing how it can worsen skin infections.

 Glenmark’s President and Business Head, Alok Malik, praised the campaign for its insightful approach to tackling summer-related fungal infections, exacerbated by heat and humidity.

BBDO India’s CEO, Suraja Kishore, commended the collaboration with Glenmark for breaking away from traditional healthcare advertising. “Most brands in this category fall into predictable clichés,” Kishore noted. “Our work for Candid highlights that healthcare advertising can be both engaging and relatable. By focusing on consumer experiences with fungal infections, we’ve created a narrative that delivers instant relief, mirroring the effectiveness of the product.”

Candid, India’s leading antifungal dusting powder is celebrated for its efficacy and is the top-prescribed brand in its category. The commercial uses humor to underscore the importance of resisting the urge to scratch and instead opting for Candid for complete relief.

Credit List 

Agency Team:

Josy Paul - Chairman & Chief Creative Officer

Suraja Kishore - Chief Executive Officer

Hemant Shringy - CCO

Kaizad Pardiwalla - GM & EVP BBDO Mumbai

Sandeep Sawant - Executive Creative Director - Creative

Girish Wadisherla - Senior Creative Director-Art

Ramakrishnan Iyer - Creative Director - Copy

Rakesh Samal - Sr. Art Director

Hriday Bhatia – Executive Content Strategist

Omar Khan - Client Services Director

Sinjini Pal – Account Manager

Hitesh Shah - Studio Head

Krishna KV. – Agency Producer

Gautam Sriram - Copy Writer

Production Team:

Director - Rishabh Dubey

Executive Producer - Apratim Bhatnagar 

Producer - Ashwarya Chawda 

Director of Photography - Satchit Paulose