ITC has launched a new digital campaign for Candyman Fruitee Fun Soft Chews, reviving the brand’s ‘Kuch Bhi Karega for Candyman!’ proposition while introducing a softer confectionery format aimed at younger consumers.
The campaign highlights Candyman’s expansion beyond traditional hard candy offerings, positioning soft chews as a more playful and imagination-led experience within the confectionery category. The digital film focuses on the product’s chewy texture and fruit flavours while building on the brand’s established communication style centred on humour and fantasy-driven storytelling.
Conceptualised by Ulka, the film follows a truck transporting Candyman products that is stopped by kangaroo ‘toll keepers’ demanding Candyman in exchange for passage. The narrative unfolds through surreal and exaggerated twists intended to reinforce the product’s appeal among children and younger audiences.
The campaign concludes with the sign-off, “Candyman Fruitee Fun - Chewy, Juicy, Fruity Fun. Kuch Bhi Karega for Candyman.”
According to the company, the campaign reflects changing consumer behaviour within the confectionery category, where experience and interaction are becoming increasingly important alongside taste. ITC said the soft chew format has been designed to create a more engaging and accessible consumption experience for children compared with conventional hard candies.
The communication strategy focuses on playful visual storytelling and imaginative scenarios to connect with younger consumers while differentiating the product within a competitive confectionery market.
Subash Balar, vice president and business head – chocolates, coffee and confectionery and 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, added, “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.”
ITC Foods said the launch aligns with its broader confectionery strategy focused on format innovation and evolving consumer expectations. The company noted that soft chew products are gaining traction as consumers increasingly seek products that combine taste, texture and interactive consumption experiences.
Candyman Soft Chews feature a soft texture, fruit-based flavours and visually playful product formats designed to appeal to children through both product experience and communication style.
The campaign reflects ITC Foods’ continued investment in expanding the Candyman portfolio while strengthening the brand’s association with humour-led storytelling and youth-focused engagement.
