MAM
Candyman taps Biswa to add a chatpata twist to everyday conversations
ITC’s digital campaign blends humour and nostalgia to spotlight Tadka Masala Jelly.
MUMBAI: Some conversations need a punchline. Others just need a little tadka. ITC is turning everyday banter into bite-sized entertainment with a new digital campaign for Candyman Tadka Masala Jelly, teaming up with stand-up comedian and content creator Biswa Kalyan Rath to bring the brand’s signature chatpata personality to life.
Built around the idea that even the most ordinary interactions can become memorable with an unexpected twist, the campaign places Biswa in a restaurant where routine conversations between strangers take an amusing turn through his trademark dubbing style. The creative mirrors the product itself, which adds a distinctive chatpata masala twist to the familiar kaccha aam jelly experience.
The campaign builds on the product’s positioning within the confectionery category, where its appeal extends beyond sweetness. Candyman Tadka Masala Jelly has carved out a niche by combining the nostalgic flavour of raw mango with a layer of tangy masala, creating a taste experience that resonates strongly with Indian consumers.
Rather than focusing solely on the product, the campaign translates that flavour proposition into entertainment-led storytelling, using humour and relatable social moments to make the brand more culturally relevant for younger audiences.
ITC Ltd, vice president and businessh head of chocolates, coffee and confectionery & NCD, foods division Subash Balar said the campaign was designed to bring the brand’s distinctive personality to digital audiences.
“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,” he said.
The creative concept was developed by Ulka, with the agency drawing parallels between flavour and everyday conversations.
Ulka chief creative experience officer Rakesh Menon said the campaign explores how a small, unexpected twist can transform an ordinary moment.
“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,” he said.
For Biswa, the campaign offered an opportunity to blend his improvisational humour with the product’s playful positioning.
“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,” he said.
The campaign reflects a broader trend in digital marketing, where brands are increasingly partnering with creators to build entertainment-first content rather than conventional advertising. By anchoring the product’s flavour proposition in humour and culturally familiar situations, ITC is seeking to connect with younger consumers through storytelling that feels native to social media.
Rolling out across digital and social platforms, the campaign aims to strengthen Candyman Tadka Masala Jelly’s positioning as a confectionery brand that delivers not just flavour, but a playful dose of surprise. Much like its signature masala coating, the campaign’s message is simple: sometimes, all it takes is a little tadka to make the familiar unforgettable.
