ITC's Candyman Tadka Masala Jelly has partnered with comedian and content creator Biswa Kalyan Rath for a new digital campaign that brings the brand's signature chatpata personality to life through humour and everyday social interactions.
Set in a restaurant, the campaign follows a simple premise: what happens when an ordinary conversation between two strangers gets an unexpected "tadka". Biswa adds his signature comedic spin by dubbing seemingly routine interactions, mirroring how Candyman Tadka Masala Jelly transforms the familiar taste of kaccha aam with its chatpata masala-dusted jelly format.
The campaign builds on the product's distinctive flavour proposition, with the combination of kaccha aam and masala tapping into familiar taste memories and positioning the confectionery as more than just a sweet treat.
Commenting on the campaign, Subash Balar, Vice President and Business Head – Chocolates, Coffee and Confectionery & NCD, Foods Division, ITC Ltd, said, "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."
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Speaking about the creative thought behind the campaign, Rakesh Menon, Chief Creative Experience Officer, Ulka, said, "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."
Sharing his experience, Biswa Kalyan Rath said, "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."
The campaign is being rolled out across digital and social platforms, targeting young consumers through creator-led content that blends entertainment with the brand's flavour proposition.
