Antifungal cream, like Canestan (clotrimazole, so you can find cheaper generics), is obviously, only useful if it's caused by a fungal infection, which isn't always the case (friction rub, as mentioned above, will not be fungal). You also need to use it for at least a week after symptoms subside, particularly if you've had the problem for some time. If it's appeared only recently, try keeping the area dry and see if it heals first.
Also, you could try and find a low dose steroidal cream/anti-fungal combo if available. The anti-inflammatory effects of the steroidal cream will alleviate some of the annoying discomfort, just don't use it long term. Clotrimazole is used sparingly twice daily on affected area


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