Mumbai: After the roaring success of its debut season, ITC’s Candyman Sourzzz has returned with a zesty second chapter of its acclaimed branded content IP, ‘Soury Not Sorry – Season 2’. With celebrated comedian Sumukhi Suresh joining as host, the series brings unapologetic humour and sharp Gen Z insight to the forefront through laugh-out-loud chats with kids and teens.
Launched on June 28, 2025, via @itc.candyman on Instagram, the new season takes the quirky tone of the brand even further—building on Season 1’s massive performance, which clocked 411 million impressions, 105 million reach, and 37 million engagements. The format turns everyday irritations into punchy, empowering moments, spotlighting the unique voices of India’s youth with humour and honesty.
“At ITC, we understand that today’s young consumers want more than just a product—they seek cultural alignment and emotional relevance,” said Anuj Bansal, VP & Head of Marketing, Confectionery, ITC Foods. “With Soury Not Sorry – Season 2, we continue to evolve Candyman Sourzzz from a product into a voice—one that encourages Gen Z and Gen Alpha to celebrate their individuality without filter, and with flavour. With Sumukhi Suresh joining us this season, we’re excited to up the ante with a sharper dose of humour, relatability and cultural resonance.”
Known for her bold and witty take on everyday life, Sumukhi Suresh shared her enthusiasm for the collaboration: “I love humour that punches up while staying humourous and clever. Soury Not Sorry is exactly that—a series that lets kids own their quirks and deliver the sass we wish we had at their age! I’m thrilled to be part of a campaign that’s witty, empowering, and unapologetically fun.”
Each episode of Soury Not Sorry – Season 2 dives into intergenerational banter, calling out societal pressures with a cheeky twist, while reinforcing Candyman Sourzzz’s position as the candy for those who dare to be different. With storytelling that blends entertainment, empowerment, and engagement, the campaign reaffirms ITC Foods’ commitment to building culturally resonant content ecosystems for India’s new-age consumers.
View this post on Instagram
View this post on Instagram
