The digital series continues its celebration of Gen Z wit and unapologetic self-expression
Following the strong digital performance of its debut season, ITC’s Candyman Sourzzz has launched Season 2 of its original content series Soury Not Sorry. Comedian Sumukhi Suresh returns as host, bringing her signature observational humour to light-hearted conversations with kids and teens. The new season premiered on June 28, 2025, exclusively on the brand’s official Instagram handle.
Real Talk with a Sour Twist
Rooted in humour and honesty, the series provides a space for young voices to speak freely, tapping into the everyday frustrations and quirks of Gen Z and Gen Alpha. By blending comedy with social commentary, Soury Not Sorry turns common generational clashes into engaging, relatable moments.
A Proven Digital Hit
The first season of the series reached:
- 105 million users
- 411 million impressions
- 37 million engagements
Its performance established the format as a key content IP for Candyman Sourzzz, proving the value of original, culturally relevant storytelling for younger, digitally native audiences.
Brand & Host Speak
Anuj Bansal, VP & Head of Marketing – Confectionery, ITC Foods:
“With Season 2, we’re building on Candyman Sourzzz’s voice in content spaces that resonate with today’s youth. The show stays true to its core themes of individuality and cultural relevance, now with an even sharper humour profile thanks to Sumukhi’s hosting.”
Sumukhi Suresh, Host:
“Soury Not Sorry gives kids a platform to express themselves through humour. It’s refreshing, bold, and creatively fulfilling to be part of something that champions authentic expression in such a fun way.”
Content-First, Youth-Focused
As part of ITC Candyman’s broader digital engagement strategy, Soury Not Sorry – Season 2 reinforces the brand’s commitment to storytelling formats that are not just entertaining, but relevant to the values and voices of the next generation.
