Candyman Sourzzz: Where kids outwit grown-ups, one candy at a time

ITC Candyman announces the launch of Candyman Sourzzz, marking its foray into the category of sour candies, which are designed to embody the brand’s essence of playfulness and mischief. It is set to bring out the mischievous streak in candy lovers of all ages, especially the younger audience. 

To communicate the launch, the brand has also released a new TVC campaign. It captures the essence of sourness with the tagline, ‘Candyman Sourzzz—Hila de dimaag ke taar’ (Stirs your brains). The commercial combines humour and playfulness, effectively showcasing the bold, delightful and sour taste of the jelly and how it delivers ‘mind-tickling’ fun sensations.

The campaign builds on the product’s flavour, while trying to stay true to Candyman’s brand identity of playful mischief and excitement, ensuring that it captures the attention of its younger target audience. The TVC highlights how youngsters are often forced into unnecessary social conventions, but with Candyman Sourzzz, they can reclaim their power in a fun and playful way.

Talking about the new launch, Rohit Dogra, chief operating officer of the chocolates, coffee and confectionery at ITC Foods said, “Sour candies are gaining tremendous popularity, and we wanted to bring something truly exciting to this category. Candyman Sourzzz offers an unforgettable, delightful and tangy experience with a sweet and sour finish and we’re confident that it will become a favourite in no time.”

Damodaran Nair, president of FCBUlka Bangalore, the agency who ideated the TV campaign, said, "It was a delightful experience working on the Candyman Sourzzz campaign. Capturing the thrill of sourness in a fun, engaging way was the driving idea behind the ad. Our aim was to bring out the intensity of the candy while maintaining the playful and mischievous tone of the Candyman brand. We are confident that it will strike a chord with the younger audience."

Candyman Sourzzz is set to hit retail stores at INR 5 and will be available across key markets in Northern and Western parts of India, including metro cities and Tier II towns.

Campaign’s take: ITC Candyman’s latest ad campaign for Sourzzz, titled 'Hila de dimaag ke taar,' is a masterclass in capturing the cheeky spirit of sour candy. It flips the script on how kids navigate adult-dominated environments, cleverly using humour to show how children can outsmart grown-ups in playful, yet oddly strategic ways.

The ad hooks its target audience—children—by highlighting that mischievous streak every kid harbours. It delivers a message: with the right tools (or, in this case, candy), you can turn any situation to your advantage.

From a branding perspective, the campaign is sharp in positioning Sourzzz as the candy equivalent of a mental rollercoaster—its sourness is more than just a flavour; it’s an experience designed to ‘jolt’ the senses. The visuals of kids playfully manipulating adults with a piece of sour candy taps into the humorous dynamic of everyday situations.

In essence, the ad resonates because it speaks the language of childhood—where rules are fluid, and candy is currency. It’s a brilliant way to solidify Candyman’s identity as a fun, irreverent brand while keeping both the parents and the younger audience laughing.