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ITC Candyman expands portfolio with soft chews, targets evolving kids’ preferences
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Thursday, 14 May, 2026, 08 : 00 AM [IST]
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Our Bureau, Bengaluru
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ITC Candyman has unveiled a new digital film for Candyman Fruitee Fun Soft Chews, bringing back its iconic ‘Kuch Bhi Karega for Candyman!’ campaign. The campaign puts the spotlight on the brand’s differentiated soft, easy-to-chew product format, moving beyond traditional hard candies to deliver a more playful, imagination-led confectionery experience for young consumers.
It is conceptualised by Ulka, unfolds around a truck carrying its goodies that is interrupted by kangaroo ‘toll keepers’ demanding its products in exchange for passage. What follows is a whimsical chain of surreal, imagination-led twists, culminating in a fun reveal that highlights the irresistible appeal of the chews while bringing alive the brand’s core proposition.
Subash Balar, vice president and business head – Chocolates, Coffee and Confectionery & NCD, Foods Division, ITC Ltd., said, “While the confectionery category in India continues to be largely taste-led, we are seeing a growing importance of experience, especially among younger consumers. With this new film for Candyman Fruity Fun Soft Chews, we wanted to bring alive the brand’s playful world through a narrative that is imaginative, interactive, and rooted in fun. The campaign builds on our ‘Kuch Bhi Karega for Candyman!’ proposition, using storytelling to deepen engagement and make the brand more relatable for kids.”
Rakesh Menon, chief creative officer, Ulka, said, “With Fruitee Fun Soft Chews, we wanted to build a world where imagination takes over reality. The idea was to create a narrative that feels unpredictable, playful, and full of delightful twists, much like the product itself."
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