After the success of its first season, ITC’s Candyman Sourzzz has launched the second season of its content IP, 'Soury Not Sorry', with a sharper, bolder tone. This season introduces comedian and actor Sumukhi Suresh as the host, bringing her style of observational humour to candid conversations with kids and teens. The series premiered on June 28, 2025, on Instagram via the official itc.candyman page.
Watch Soury Not Sorry: Season 2 here
'Soury Not Sorry' is built on a key insight: young audiences value the space to express themselves authentically. The series positions everyday annoyances as opportunities for witty, unapologetic comebacks, in line with Candyman Sourzzz’s image as a candy that resonates with bold, expressive personalities.
Season 1 of the series recorded 411 million impressions, reached 105 million users, and generated 37 million engagements. The format blends humour with intergenerational dialogues, where children push back against common societal expectations, ranging from uncomfortable family questions to outdated social norms.
Watch Soury Not Sorry: Season 1 here.
Mr. Anuj Bansal, VP & Head of Marketing, Confectionery at ITC Foods, said, “At ITC, we understand that today’s young consumers want more than just a product—they seek cultural alignment and emotional relevance. With 'Soury Not Sorry' Season 2, we continue to evolve Candyman Sourzzz from a product into a voice—one that encourages Gen Z and Gen Alpha to celebrate their individuality without filter, and with flavour. With Sumukhi Suresh joining us this season, we’re excited to up the ante with a sharper dose of humour, relatability and cultural resonance.”
Sumukhi Suresh shared her experience of being part of the campaign: “I love humour that punches up while staying humourous and clever. 'Soury Not Sorry' is exactly that—a series that lets kids own their quirks and deliver the sass we wish we had at their age. I’m thrilled to be part of a campaign that’s witty, empowering, and unapologetically fun.”
Through its storytelling approach, 'Soury Not Sorry' reflects ITC Candyman’s aim to build a content ecosystem that merges entertainment with social relevance for its younger consumer base.
