ITC’s confectionery brand Candyman has signed on comedian and content creator Biswa Kalyan Rath for a new campaign promoting its Tadka Masala Jelly.
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The campaign is built around a simple premise: ordinary conversations between strangers in a restaurant setting get an unexpected comic “tadka,” with Rath layering his signature dubbing-style humour over routine exchanges. The idea draws a parallel to the product itself – a kaccha aam-flavoured jelly elevated by chatpata masala.
Subash Balar, VID – Chocolates, Coffee and Confectionery & NCD, Foods Division at ITC, said the brand has built strong consumer affinity through a flavour experience that goes beyond sweetness, rooted in masala and the nostalgia of kaccha aam. He added that the campaign was designed to bring out this personality through content that feels entertaining, relatable, and shareable, with Rath’s comic style suited to recreating that same unexpected twist.
Rakesh Menon, Chief Creative Experience Officer at Ulka, said the creative thought behind the campaign was to find that everyday moment where the unexpected makes things more interesting – something the product already delivers in taste, and the campaign aims to replicate in conversation.
Rath said the collaboration allowed him to take ordinary conversations and give them a surprising turn, much like how the product transforms something familiar into something more interesting, calling the experience enjoyable.
The campaign is rolling out across digital and social media platforms.
