Halloween might still be finding its footing in India, but this year, brands are proving that the festival of spooks, tricks, and treats can be just as thrilling with a desi twist. From sour candies and sleep gummies to beer rituals and haunted hunger pangs, marketers are blending global themes with Indian flavour — crafting campaigns that are equal parts eerie, entertaining, and engaging. Here’s a look at how brands are conjuring up creative magic this Halloween.
Candyman Sourzzz
Halloween may be a Western festival, but this year, Candyman Sourzzz — ITC Foods’ irresistibly sour candy brand — is giving it a fun Indian twist with its new campaign, “Candyman Sourzzz Presents: A Desi Halloween.” Bringing back the thrill of Indian-style horror, the campaign revives folklore legends like Tangy Tantrik, Sour Sundari, and Meetha Khatkula with a playful sour spin. Instead of vampires and pumpkins, it dives into India’s eerie banyan trees, misty village roads, and haunted havelis. Through a digital-first rollout, the campaign introduces each quirky character in cinematic style, as the forgotten spirits rediscover their “flavour of horror” with Candyman Sourzzz — unleashing a burst of neon colour, nostalgia, and desi mischief.
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Kärcher India
Since 1935, Kärcher has been revolutionising cleaning by turning hard, manual work into an easy, high-performance experience. This Halloween, the brand takes a creative twist with its campaign “When Outdated Tech Comes Back to Haunt,” highlighting the contrast between old, inefficient cleaning tools and Kärcher’s advanced machines. The film shows a world taken over by clunky, outdated devices until Kärcher’s modern, smart cleaners step in to restore order — driving home a clear message: innovation always wins over obsolescence.
Arth
Arth by Emcure backed by Shark Tank famed Namita Thapar, recently rolled out a fun Halloween social post titled “Putting Nightmares to Sleep”, focusing on their Melatonin infused Arth Sleep Support Gummies. The concept flips the spooky Halloween trope on its head, reminding everyone that while the season might be filled with ghosts and ghouls, a good night’s sleep can chase any nightmare away.
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Medusa Beverages
This Halloween, Medusa Beverages, one of India’s fastest-growing beer brands, has launched its campaign “The Ritual Awaits You” to celebrate the joy of shared experiences. Inspired by Halloween folklore, the campaign introduces a fun fictional ritual where people “summon Medusa,” blending global celebration with a distinctly Indian twist. The video shows a group of friends lighting candles in front of a mirror at night and chanting “Medusa,” only to have a chilled Medusa can magically appear — turning a spooky moment into a playful, humorous take on Halloween for Indian audiences.
Big Bowl
Big Bowl, one of India’s fastest-growing cloud kitchen brands with over 240 locations across 40 cities, is adding a fun spooky twist to the season with its new campaign “Smash Your Hunger with Big Bowl.” Launching on October 29, just before Halloween, the campaign turns everyday hunger moments into hilariously scary situations that Gen Z can easily relate to. Featuring two digital-first short films that mix horror, humour, and hunger, the campaign shows how cravings can strike anytime — during late-night work or boring study sessions — with a playful, Halloween-inspired spin. Released across YouTube, Instagram, and OTT platforms, the films reflect Big Bowl’s youthful, desi vibe and reinforce its image as the ultimate hunger saviour for India’s young and digital-first audience.
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