ITC Candyman Adds Soft Chews to Its Portfolio

News Desk. News Nation 360: ITC Candyman Expands Portfolio with Soft Chews. With a new promotional film for Candyman Fruitee Fun Soft Chews, ITC Foods has revived its famous "Kuch Bhi Karega for Candyman!" campaign. This is part of a strategic portfolio expansion that aims to capitalise on a shift in consumer behaviour toward experience-led confections. The whimsical and erratic animated film, which was conceptualised by creative agency Ulka, centres on a delivery truck that is stopped by bizarre kangaroo "toll keepers" who demand the candy for passage. The product's juicy, soft, and fruit-flavoured format is highlighted over traditional hard-boiled candies. According to Subash Balar, Vice President and Business Head of Chocolates, Coffee, Confectionery & NCD at ITC Ltd's Foods Division, younger consumers are increasingly seeking highly engaging, interactive experiences, which this creative story directly targets, even though the Indian confectionery market is still primarily driven by taste. In order to match the playful nature of the product, Ulka's Chief Creative Officer, Rakesh Menon, added that the creative direction purposefully lets imagination take over reality. This reinforces ITC's larger commitment to format innovation and future-ready storytelling that successfully deepens brand engagement with children.

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