Mumbai: ITC’s Candyman Tadka Masala Jelly has launched a new digital campaign featuring comedian and content creator Biswa Kalyan Rath, bringing alive the brand’s distinctive chatpata personality through humour, spontaneity and everyday social interactions.
Built around the idea of adding an unexpected twist to ordinary moments, the campaign uses relatable storytelling to showcase the brand’s unique flavour proposition and strengthen engagement with younger consumers.
Set in a restaurant environment, the campaign follows Biswa Kalyan Rath stepping into seemingly routine interactions between strangers and transforming them with playful, chatpata dubbing moments. The creative mirrors the product experience itself—taking a familiar kaccha aam flavour and elevating it through Candyman Tadka Masala Jelly’s signature masala-dusted jelly format.
The campaign draws from consumer perception of the product category, where flavour preferences increasingly extend beyond sweetness into more layered taste experiences. Candyman Tadka Masala Jelly positions itself around the combination of tangy raw mango and chatpata masala notes that evoke nostalgia while creating a differentiated confectionery experience.
Commenting on the campaign, Subash Balar, Vice President and Business Head – Chocolates, Coffee and Confectionery & NCD, Foods Division, ITC Ltd, said, “Candyman Tadka Masala Jelly has built strong consumer affinity by delivering a flavour experience that is not just sweet but is elevated through chatpata masala flavour. Consumers associate the brand with masala and the nostalgia of kaccha aam. With this campaign, we wanted to bring that distinctive personality to life through content that is entertaining, relatable and shareable. Biswa’s unique style of humour made him the perfect collaborator to recreate the same unexpected tadka that consumers experience when they bite into the product.”
Speaking about the creative approach behind the campaign, Rakesh Menon, Chief Creative Experience Officer, Ulka, said, “Tadka is not just a flavour, it’s a feeling. The idea was to find that moment in everyday life where the unexpected hits you and makes everything more interesting. Candyman Tadka Masala Jelly already does that in your mouth. We just wanted to do the same thing to a conversation.”
Sharing his experience of the collaboration, Biswa Kalyan Rath, renowned Indian stand-up comedian, writer and YouTuber, said, “The fun part about this collaboration was taking completely normal conversations and giving them an unexpected twist. That’s exactly what Candyman Tadka Masala Jelly does, it takes something familiar and makes it a lot more interesting. The concept gave me plenty of room to play with surprise and humour, which made the entire experience genuinely enjoyable.”
The campaign reflects a growing shift among brands toward culture-first and creator-led storytelling, where product attributes are translated into entertainment-led narratives designed to drive relevance and social engagement.
The campaign is currently being rolled out across digital and social media platforms, targeting consumers seeking bold flavour experiences and content rooted in humour and everyday cultural moments.
