After two successful seasons, ITC’s Candyman Sourzzz has rolled out the third edition of its disruptive clean-roast intellectual property, 'Soury Not Sorry'. Season 3 marks a category-first move for the confectionery brand with the introduction of an AI influencer, Ramya Sathish, popularly known as Rysa, as the face of the franchise.
Positioned as a bolder and more future-forward evolution of the property, 'Soury Not Sorry' – Season 3 adopts AI-led storytelling to speak directly to teenagers and young adults through an internet-native voice. The new season stays rooted in the franchise’s core theme of unapologetic self-expression, delivering sharp, clean and “soury” comebacks to everyday situations involving misplaced authority and unsolicited judgement.
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The campaign will roll out as a four-week digital-first series, continuing the show’s signature format of quick, culturally resonant roasts that mirror how Gen Z thinks, speaks and responds online. With this season, Candyman Sourzzz extends the IP’s language and tone into a new format designed to reflect evolving content consumption habits.
Rysa has been conceptualised as a culturally fluid, new-age persona—Delhi-born with Malayali roots—characterised by chaotic honesty, wit and an experience-driven comedic lens rooted in internet-native humour. The AI influencer embodies the confidence and fearlessness that the franchise has championed since its inception.
Commenting on the new season, Subash Balar, VP & Business Head, Confectionery at ITC Foods, said, "Soury Not Sorry has grown into a powerful youth-culture platform for Candyman Sourzzz, one that encourages young consumers to own their individuality without filter, and with flavour. 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.”
At its core, 'Soury Not Sorry' draws from the insight that children, teenagers and young adults are often expected to conform, soften their personalities or suppress their opinions to avoid judgement. The franchise flips these everyday irritants into moments of fearless, witty expression, positioning Candyman Sourzzz as a brand that celebrates boldness and individuality.
Since its launch, 'Soury Not Sorry' has evolved into a genre-defining digital youth property. Season 1 recorded a reach of 35 million with 1.7 million engagements, while Season 2 scaled further with 36 million reach and 2.7 million engagements, reflecting growing cultural resonance among young audiences.
With Season 3, ITC Candyman Sourzzz continues to build culturally relevant content ecosystems for new-age consumers—this time led by an industry-first, AI-powered voice that extends the brand’s clean-roast legacy into the future.
