Brands
Candyman gets smart with sass as Soury Not Sorry returns with an AI twist
ITC’s Candyman Sourzzz debuts AI influencer Rysa in a bolder Season 3 outing.
MUMBAI: Sometimes, the sharpest clapbacks don’t come from people at all. ITC’s Candyman Sourzzz is back with Soury Not Sorry – Season 3, and this time it has added a distinctly futuristic edge by introducing an AI influencer as the face of its disruptive youth franchise.
After two high-impact seasons, the confectionery brand has doubled down on attitude and innovation, rolling out a four-week digital campaign led by Ramya Sathish, better known as Rysa, a category-first AI influencer in the Indian confectionery space. The move signals a clear shift towards internet-native storytelling aimed squarely at teenagers and young adults who live, speak and spar online.
Season 3 stays loyal to the franchise’s core idea: bold, clean “soury” roasts delivered to misplaced authority figures who poke without provocation. Only now, the sass comes from a digitally created voice designed to mirror the confidence, humour and unfiltered honesty of today’s youth.
Rysa has been carefully crafted as a culturally fluid persona. A 23-year-old Delhi-born graduate with Malayali roots, she is positioned as a self-aware “corporate baddie” witty, chaotically honest and driven by experience-led comedy that thrives on internet humour. The intent is clear: make the brand feel less like it is talking to young consumers and more like it is talking with them.
“Soury Not Sorry has grown into a powerful youth-culture platform for Candyman Sourzzz,” said ITC Foods vice president and business head for confectionery Subash Balar. “Season 3 is our boldest leap yet. With Rysa, our first-ever AI influencer, we’re stepping into the future of culturally relevant storytelling while staying true to what the Intellectual Property stands for wit, confidence and unapologetic self-expression.”
The insight driving the franchise remains unchanged. Young people are often nudged to tone themselves down, sugarcoat opinions or conform to avoid judgement. Yet, what they crave is the freedom to be quirky, outspoken and real. By turning everyday irritants into moments of fearless humour, Soury Not Sorry positions Candyman Sourzzz as the candy of choice for those who refuse to hold back.
That approach has already paid off. Season 1 clocked a reach of 35 million with 1.7 million engagements, while Season 2 scaled higher with 36 million reach and 2.7 million engagements. Over time, the series has evolved into a genre-defining digital youth property, flipping moments of judgement into celebrations of unapologetic individuality.
With Season 3, Candyman Sourzzz pushes the envelope further blending clean roasts, cultural insight and now an AI-powered voice. The message is unmistakable: the future of youth culture is bold, sharp and just a little bit sour and proudly not sorry.
Brands
Malaika Arora launches Maejoy accessories brand with Myntra partnership
New label debuts with 250 plus handbags and lab grown diamond jewellery.
MUMBAI: When style meets sparkle, a new brand is ready to take centre stage. Actor and entrepreneur Malaika Arora has launched a lifestyle accessories label called Maejoy, developed in collaboration with Exceed Entertainment and Myntra Jabong India Private Limited (MJIPL), the B2B wholesale arm of Myntra. The brand enters the market with a debut collection of more than 250 styles spanning handbags and lab grown diamond jewellery, two categories that continue to define everyday personal style for modern consumers.
The handbag lineup includes crossbody bags, structured shoulder bags, bucket bags, totes, backpacks, clutches and workwear inspired designs. The pieces are crafted using materials such as synthetic leather, raffia, braids, satin, rhinestones and metallic finishes.
Alongside the bags, Maejoy has introduced a jewellery range featuring lab grown diamond rings, earrings, pendants, bracelets and tennis bracelets. The pieces are set in 925 sterling silver bases with gold, silver and rose gold tones, and include diamonds certified by IGI and GCI.
Positioned as a premium yet accessible accessories label, Maejoy is built around the philosophy “The Joy of Being Me”, aiming to blend aspirational fashion with everyday usability. The brand’s positioning centres on three pillars: authenticity, empowerment and accessibility.
Arora described the venture as a natural extension of her long association with fashion and personal style.
“Maejoy is a labour of love. Throughout my career, whether on screen, in business or through personal style, I have always believed fashion should feel empowering yet effortless. The Joy of Being Me celebrates individuality while making global fashion trends more accessible,” she said.
MJIPL, CXO and head of house of brands Suman Saha said the brand brings together Arora’s style perspective with a strong opportunity in the accessible premium accessories segment.
“Maejoy combines Malaika Arora’s distinctive style sensibility with fashion forward designs that we believe will resonate strongly with consumers looking for elevated yet wearable accessories,” he said.
Exceed Entertainment CEO Afsar Zaidi added that building celebrity led brands requires balancing authenticity with market viability.
“Malaika commands respect both as a fashion icon and a businesswoman. Bringing her creative vision together with Myntra’s brand building expertise creates a strong foundation for Maejoy,” he said.
The collection is available exclusively on Myntra through its website and mobile app, making the brand accessible to millions of shoppers across India as it steps into the competitive lifestyle accessories space.
