Candid Research

CRAFTING A DIGITAL STRATEGY FOR CANDID Complied by :

Research Outline Understanding the fungal skin infection landscape in India Decoding consumer mindsets Mapping peer conversations Learnings and opportunities

Understanding the fungal skin infection landscape in India

Source: The Times of India Once dominated by ringworm and candidiasis, fungal skin infections have long been a part of India's dermatological landscape. From traditional tales to modern challenges, dermatologists are facing a significant upswing and encountering 8-10 cases daily Source : Times of India [Speaker notes] https://timesofindia.indiatimes.com/city/bengaluru/fungal-skin-infections-rising-not-responding-to-usual-drugs-docs/articleshow/102047373.cms?from=mdr

01 03 Climate and Environmental Dynamics Within India's warm and humid climate, an ideal breeding ground is fostered for fungal propagation, leading to an upswing in conditions like ringworm, athlete's foot, and fungal nail infections Densified Demographics and Hygienic Practices The dense population fabric coupled with uneven hygiene practices imparts impetus to fungal transmission, perpetuating these infections in varied communities Antifungal Resistance The emergence of fungal strains resistant to traditional treatments, propelled by the injudicious use of antifungal agents, heightens the intricacies of combating these infections effectively Source: Derma360, NetMeds Transmission Nexus Contagious in nature, fungal infections often harness direct contact with infected surfaces, acting as vectors for swift proliferation Skin Terrain Susceptibility often harness direct contact with infected surfaces, acting as vectors for swift proliferation Skin Terrain Susceptibility Those grappling with pre-existing skin ailments, such as eczema or psoriasis, stand more vulnerable to fungal intrusion due to compromised dermal layers Limited Awareness Insufficient dissemination of knowledge concerning preventive measures and timely treatment exacerbates the challenges posed by fungal infections, impeding effective mitigation strategies Embedded within India's health scenario, this rise is influenced by a complex interplay of various factors, each playing a role in the spread of these infections….. this rise is influenced by a complex interplay of various factors, each playing a role in the spread of these infections….. [Speaker notes] https://www.dermathreesixty.com/the-rising-demand-for-topical-antifungals-in-the-pharmaceutical-industry/ https://www.netmeds.com/health-library/post/fungal-infections-causes-treatment-and-the-right-products-to-cure-this-monsoon-skin-condition

In the past, the management of fungal infections was interwoven with external considerations such as societal judgments and prevailing misconceptions Leading to fungal treatments for skin being administered discreetly and after enduring a great ordeal

However, with newer generations taking the reins of consumption, attitudes towards fungal infections are undergoing a remarkable transformation in today's present-day panorama. From Hush-Hush to Health: Gone are the days of considering fungal infections a mere social embarrassment. Today, it's all about proactive self-care and awareness. Preventive Power: The spotlight is now on prevention! Young minds are adopting healthier lifestyles, hygiene practices, and seeking professional guidance for early intervention.

Younger consumers are driving a phenomenal metamorphosis that goes beyond surface appearances, embracing a broader idea of 'personal empowerment’ This, is leading to a more informed attitude and expectation from the players in the category

Individuals dealing with persistent and severe fungal infections. They are in search of permanent solutions that address the root cause of the problem. They are likely to have experienced recurrent infections and are determined to find treatments that offer lasting relief Long term Relief Seekers Immediate Relief Seekers Health-Conscious Individuals Preventive Planners Encompasses individuals with active lifestyles, such as athletes, sportspersons, and others who are prone to infections due to sweat and physical activity. Their primary concern is to find products that can provide fast relief, alleviate discomfort and allow them to continue their activities without hindrance is to find products that can provide fast relief, alleviate discomfort and allow them to continue their activities without hindrance Proactive individuals who aim to avoid issues before they arise. They take measures to prevent fungal infections due to factors like having sensitive skin, an underlying health condition, or a history of infections. These individuals are focused on maintaining their skin health to prevent potential disruptions to their daily lives Their mindsets can be broadly categorized into... Individuals embodying a holistic approach to well-being, where skin care is an integral facet of self-care. For them, tending to skin health goes beyond superficial concerns, resonating with their commitment to overall vitality and confidence. They embrace antifungal care as an extension of their holistic wellness philosophy

NEEDS: - Fast acting remedies that swiftly alleviate symptoms without interrupting their routines - Solutions that offer both immediate relief and ongoing prevention - Convenient packaging for on-the-go use NEEDS: Long lasting treatments that not only provide relief but also address the underlying cause Products with proven track records of preventing relapses Personalized guidance from experts NEEDS: - Products that align with their wellness-driven ethos - Formulations that nourish skin health while addressing infections - Solutions that enhance both physical and emotional self-assurance NEEDS: Science-backed preventive treatments that cater to their unique circumstances Products that offer a proactive shield against infections without causing irritation With each segment displaying distinct needs Long term Relief Seekers Immediate Relief Seekers Health-Conscious Individuals Preventive Planners

Hence, Candid must assume a distinct role on social media – one that transcends product limitations and fosters a connection catering to emotional needs of consumers across mindsets.

QUICK RESILIENCE Fast-acting solutions that fit seamlessly into their active routines, enabling them to overcome challenges swiftly and unleash their full potential ENDURING COMFORT Comprehensive solutions that promise enduring freedom from discomfort by being a trusted ally in their quest for sustained relief, whilst empowering their sense of control EMPOWERED WELLNESS Weaving antifungal care into a narrative of holistic wellness, empowering individuals by demonstrating how skin care is a powerful expression of self-love, confidence and internal harmony PROACTIVE PROTECTION Science-backed preventive solutions, empowering them to proactively safeguard their skin health and maintain their stride with uninterrupted vitality Long term Relief Seekers Immediate Relief Seekers Health-Conscious Individuals Preventive Planners Therefore, the emotional lens for Candid on social will be an embodiment of…

The brand caters to active youngsters and families seeking effective solutions for rash management during their day-to-day activities Dedicated to showcasing the product's versatility across various scenarios, all underlined by the core message, “Dimaag lagao, rash pe Canesten lagao” Play Video Play Video *Vernacular communication observed on YouTube campaigns Employing a playful and sarcastic tone, the brand's core message ingeniously nudges users to use their brain wisely and tend to rashes with Canesten Leveraging sarcasm Brand Role: Specialized Rash Care Management The brand establishes itself as a trusted partner in eradicating rashes and enhancing skin well-being. As India's premier Antifungal brand, it redefines rash management through its specialized 5-in-1 solution, addressing a spectrum of skin concerns

BRAND TONALITY: Creating awareness about the importance of averting itching and sweating while highlighting their product's role in enabling uninterrupted pursuits of personal goals Brand Face: Mr. Pankaj Tripathi *Vernacular communication observed on YouTube campaigns Abzorb Dusting Formula's innovative dual-action sweat formula not only effectively manages sweat but also proactively prevents itchiness. Thereby, liberating customers to focus on more meaningful pursuits, unburdened by the nuisances of incessant itching or sweat concerns Concise, Straightforward, Informative and Relatable Millennials who aspire to smoothly navigate through their daily routines without any disruptions The brand strategically utilizes Pankaj Tripathi's relatable image to connect and resonate with the audience, infusing a delightful touch of humor utilizes Pankaj Tripathi's relatable image to connect and resonate with the audience, infusing a delightful touch of humor Shedding light on the daily challenges posed by itching during routine tasks, the brand encourages individuals to incorporate the product into their daily regimen for relief Incorporating product usage into daily lifestyle Highlighting reliability, the brand encourages directing attention towards goals & aspirations while addressing the inconvenience of itching Brand Role: Aspiration aligned Relief Provider Seeking to nurture trust and enhance credibility, the brand underscores its position as the preferred choice of skin specialists Focus on Credibility [Speaker notes] https://twitter.com/myabzorb More active on Twitter

BRAND TONALITY: Product Usage By highlighting the regular hurdles presented by persistent itching and discomfort, the brand imparts knowledge to individuals, guiding them to integrate the product into their routine as a preventive measure against both fungal infections and itching Informative, Educational, Straight forward and Approachable Tailored for driven youngsters who remain highly motivated and unwaveringly focused on their goals Product as the ‘Hero’ Showcasing the advantageous benefits of the product while underscoring its suitability as the brand of choice for hardworking individuals Positioned as a solution for itchiness and fungal infection prevention, Clocip offers a specialized formula that addresses both problems, providing relief and a cure. It ensures no distractions while individuals focus on their goals, allowing hard work to be their only itch relief and a cure. It ensures no distractions while individuals focus on their goals, allowing hard work to be their only itch Educating consumers regarding the adoption of healthy habits to prevent fungal infections. Furthermore, they emphasize the importance of seeking treatment through their product that intends to provide effective assistance Play Video Educational Content Enlightening consumers about strategies for averting fungal infections Brand Role: Ambition Enabler The brand aims to empower ambitions aligning with the ambitions of determined and diligent individuals, where the pursuit of achievement guides their path. Positioned as a remedy for itchiness and fungal infection prevention, Clocip's specialized formula offers relief, allowing undistracted focus on aspirations [Speaker notes] Only Marathi communication observed on YouTube

Assessing how Candid is delivering value in the space……..

Candid's online presence is limited to YouTube, primarily for brand campaigns, potentially hindering the establishment of a deeper connection with consumers across broader social media platforms….. Brand Face: Rohit Sharma Just as Rohit Sharma showcases all-round proficiency in cricket, Candid Powder stands as a confirmed remedy for four prominent skin concerns Candid Powder offers alleviation from four specific skin issues: redness, irritation, sweat rash, and fungal infection. Candid Powder emerges as a steadfast ally, addressing the comprehensive range of challenges associated with fungal infections. By providing effective solutions, it ensures that individuals can maintain an unshakable focus on their aspirations, enabling individuals to navigate their journey with confidence, undeterred by the distractions that skin issues can bring *Vernacular communication observed their journey with confidence, undeterred by the distractions that skin issues can bring *Vernacular communication observed Brand Role: Expert Skin Solution Aiming to cultivate trust and boost credibility, the brand highlights its role as an Expert skin solution, favored by dermatology experts and often recommended by them for fungal infections

To summarise, the Gaps and Opportunities… Gap 1 Despite enlisting Mr. Rohit Sharma as our brand ambassador, Candid’s brand advocacy footprint remains limited. In the contemporary digital landscape, influencers are gaining traction as authentic and relatable voices, particularly among the younger demographic Expand its reach by collaborating with influencers beyond the category who resonate with the younger audience. By forging connections through relatable and authentic narratives, Candid can extend its brand's impact, fostering deeper engagement and relevance in the ever-evolving consumer landscape Brand Advocacy Disparity Visual Imagery impact, fostering deeper engagement and relevance in the ever-evolving consumer landscape Brand Advocacy Disparity Visual Imagery Across the category, brands are attempting to articulate the audience through visuals but are missing out on the opportunity of including younger faces. Additionally, Candid's similarity in brand color to Canesten blurs its distinct identity, resulting in reduced brand recognition Candid needs to identify and define its audience and must be conscious of including resonating imagery of its young users. We will also have to create ownable and distinct visual assets to overcome the challenge of the similarity in brand colors with our peers. Opportunity for Candid Palpable Storytellers Gap 2 Opportunity for Candid Visualizing the brand tribe Brand Role Gap 3 Opportunity for Candid Defining ‘Why us’ 2 Opportunity for Candid Visualizing the brand tribe Brand Role Gap 3 Opportunity for Candid Defining ‘Why us’ Our peers have strategically assumed distinctive brand roles that strongly resonate with their respective audiences The fungal infections category can get commodified making it crucial for Candid to uniquely define its brand role and strengthen its distinct role in the life of its users.