August 15, 1995. As India celebrated its 48th Independence Day, an idea was being hatched. An idea called Candid Marketing, which had the potential to set brands free. To liberate them from the tedium of traditional media.
Yes, there was B2C communication, but it was passive and one-way, at best. Where was the personal connect and interaction with consumers? How could brands gauge the efficacy of campaigns, how could they measure consumer responses or their emotions?
Consumers simply read, watched and listened to ads, without really having a way to respond or give feedback. If they did not like the communication, they would simply turn the page, or turn the TV or radio off. KAPUT! And all the marketing bucks would go down the drain.
Candid Marketing leapt into this gap by becoming India’s first-ever strategic brand activation agency, promising (and delivering on that promise) to bring brands to life and enabling a one-on-one connect with consumers.
Candid won over many companions along the way – Unilever, Microsoft, Pepsi, Nissan, Sony TV, Oakley, Vodafone, Pidilite, Grant Thornton, GSK, Cadbury, Godrej, Pogo, Star TV & Kingfisher, to name just a few – always finding newer ways to surprise and delight consumers.
An indefatigable passion for innovation and originality clearly reflects in Candid's regular appearance at various industry awards shows, where we have been consistently winning across categories for our various properties & activations.
With a laser-like focus on its core business, Candid has also broadened its horizon with two new initiatives –
- Candid Play, which heralds the sports activation business in India and paves the way for franchises, teams and leagues to have a positive, engaging impact on fans across various sports and get the maximum bang for their marketing bucks; and
- Candid Events, which sets the stage for events of all kinds: Celebrity Events, HR Events, Sales Meets, Exhibitions & Conventions, Bloggers’ Meets, Award Shows, etc.
Today, as we turn 20, we look back proudly at our exciting journey, dotted with more than 40,000 activation campaigns (…and counting!).
Candid Marketing invites you for a walk down memory lane as we revisit our journey – the many challenges, the hits and misses, the accolades and the awards we have picked up along the path to where we are today.