Candyman has launched its Halloween campaign, ‘A Desi Halloween’, which takes a different approach to fear. The film follows Tangy Tantrik, a ghost struggling because people no longer react to his attempts to frighten them. Candyman offers him a fresh approach: instead of using fear to drive people away, he can use it to bring them closer.
The campaign is built around the thought “Darr sirf bhagane ke liye nahi, logon ko paas lane ke liye bhi hota hai.” It presents Halloween through familiar Indian references, turning Tangy Tantrik’s scare attempts into moments of interaction and humour. Created by Ulka, part of BBDO Group, India, the idea flips the traditional role of horror on its head.
Subash Balar, Vice President and Business Head, Chocolates, Coffee and Confectionery & NCD, Foods Division, said the campaign builds on Halloween’s growing popularity in India and its relevance to confectionery, adding a distinctly desi spin linked to the brand’s playful mischief. Rakesh Menon, Chief Creative Experience Officer, Ulka, said telling the story through an old-school horror villain who can no longer scare anyone was an entertaining way to bring the idea alive.
Beyond the film, Candyman has partnered with Zepto for specially designed spooky masks featuring campaign characters. It will also launch an exclusive SKU on select quick-commerce platforms, run get-ready-with-me content around Halloween dressing, and extend the theme through billboards and on-ground activations.
