A truck. A band of kangaroo toll keepers. And a demand for candy as the price of passage. ITC Candyman’s latest digital film is as surreal as it sounds – and that’s entirely the point.
ITC Candyman has launched a digital campaign for its Fruitee Fun Soft Chews, reviving the much-loved ‘Kuch Bhi Karega for Candyman!’ tagline as the brand steps deeper into softer confectionery formats. The film, conceptualised by Ulka, follows a Candyman truck intercepted by kangaroo toll keepers who refuse to let it pass without their candy toll – cue a cascade of absurd, delightful chaos before the product reveal lands.
Video Link: https://www.youtube.com/watch?v=prD-wsilqsQ
The creative choice is deliberate. As Subash Balar, Vice President and Business Head – Chocolates, Coffee and Confectionery at ITC Foods, put it, the brand wanted to move beyond taste alone and tap into the growing importance of experience for younger consumers. Soft chews offer a different texture story to conventional hard-boiled candies, and the campaign leans into that distinction through fantasy-led storytelling rather than product-forward messaging.
“We wanted to build a world where imagination takes over reality – unpredictable, playful, and full of delightful twists.”
– Rakesh Menon, Chief Creative Officer, Ulka
The campaign reflects a wider shift playing out across India’s confectionery market, where texture and sensory experience are increasingly influencing purchase decisions – particularly among children. Candyman Fruitee Fun Soft Chews have been designed with a soft bite and fruit-forward flavours to meet exactly that brief.
Released across digital platforms, the film builds on Candyman’s established brand universe while giving it fresh legs for a new product format. If the kangaroos are any indication, the ‘Kuch Bhi Karega’ spirit is very much alive.
