Brands
ITC Candyman rolls out Soft Chews, refreshes kids’ confectionery experience push
New digital film brings playful storytelling as ITC eyes experience-led candy shift
MUMBAI: ITC Limited has expanded its confectionery portfolio with the launch of Candyman Fruitee Fun Soft Chews under its ITC Candyman range, accompanied by a new digital film that revives its long-running “Kuch Bhi Karega for Candyman!” campaign.
The new digital video campaign, developed by Ulka, introduces a playful, imagination-driven narrative aimed at younger consumers. The film centres on a quirky storyline featuring a truck carrying Candyman treats, which is halted by kangaroo toll collectors demanding Candyman as payment. What follows is a series of whimsical, surreal twists designed to highlight the fun and novelty of the new soft chews.
The campaign concludes with the brand line: “Candyman Fruitee Fun – Chewy, Juicy, Fruity Fun. Kuch Bhi Karega for Candyman.”
Talking about the launch, ITC Limited chocolates, coffee and confectionery vice president and business head Subash Balar said the shift reflects changing consumer preferences in the category.
He said, “While the confectionery category in India continues to be largely taste-led, we are seeing a growing importance of experience, especially among younger consumers. With this new film for Candyman Fruitee Fun Soft Chews, we wanted to bring alive the brand’s playful world through a narrative that is imaginative, interactive and rooted in fun. The campaign builds on our ‘Kuch Bhi Karega for Candyman!’ proposition, using storytelling to deepen engagement and make the brand more relatable for kids.”
From the creative side, Ulka chief creative officer Rakesh Menon said the idea was to turn imagination into the core of the experience.
He said, “With Fruitee Fun Soft Chews, we wanted to build a world where imagination takes over reality. The idea was to create a narrative that feels unpredictable, playful and full of delightful twists, much like the product itself.”
The launch reflects a broader shift in the confectionery market, where brands are moving beyond traditional hard candies towards more interactive and experience-led formats. The new soft chews feature a chewy texture and fruit-led flavours, designed to appeal to children looking for more playful consumption experiences.
The digital film supporting the launch is available here: Candyman Soft Chews DVC
With Candyman Soft Chews, ITC Limited is signalling a clear push towards format innovation and experience-driven storytelling in the confectionery space. The brand’s latest move suggests it is not just chasing sweetness, but also imagination, one chew at a time.
