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ITC Candyman revives ‘Kuch Bhi Karega’ with soft chews push
Some candies melt in your mouth. Candyman, meanwhile, has kangaroos running toll booths for it.
MUMBAI: ITC Candyman has brought back its popular “Kuch Bhi Karega for Candyman!” campaign with a new digital film for Candyman Fruitee Fun Soft Chews, as the confectionery brand sharpens its focus on experience-led snacking for younger consumers. The campaign shifts attention from traditional hard-boiled candies to softer, easy-to-chew formats, a category increasingly gaining traction among children looking for products that feel as playful as they taste.
Conceptualised by Ulka, the film unfolds like a sugar-fuelled fever dream. A truck loaded with Candyman goodies is suddenly stopped by kangaroo toll collectors demanding Candyman in exchange for safe passage. What follows is a series of surreal twists and exaggerated imagination-led moments designed to mirror the product’s chewy, fruity and playful personality.
The film eventually lands on the brand’s familiar sign-off: “Candyman Fruitee Fun, Chewy, Juicy, Fruity Fun. Kuch Bhi Karega for Candyman.”
ITC Foods vice president and business head for chocolates, coffee and confectionery & NCD Subash Balar said the confectionery market is increasingly moving beyond pure taste appeal, with younger audiences gravitating towards products that also deliver entertainment and engagement.
According to him, the new campaign uses imaginative storytelling to deepen the emotional connect with children while reinforcing Candyman’s long-running brand proposition.
Ulka chief creative officer Rakesh Menon said the idea was to build a world where imagination completely overtakes reality, creating a narrative packed with unpredictability and playful visual turns.
Behind the quirky storytelling lies a larger shift underway in India’s confectionery aisle. Brands are increasingly experimenting with texture, format and sensory experiences as younger consumers demand products that are interactive, visually playful and social-media friendly not merely sweet.
Candyman Soft Chews reflects that transition. Positioned around a soft texture, fruity flavours and playful aesthetics, the product is designed to stand apart in a market long dominated by hard candies and lozenges.
The latest campaign also signals ITC Foods’ broader strategy of pushing format innovation within confectionery, where brands are no longer just competing for taste buds but also for imagination, attention spans and playground conversations.
