Kolkata, 26 May 2026: Candyman has expanded its confectionery portfolio with the launch of Candyman Fruitee Fun Soft Chews, accompanied by a new campaign reviving its iconic tagline, “Kuch Bhi Karega for Candyman!”. The new product focuses on a soft, chewy and fruity candy experience aimed at young consumers, moving beyond traditional hard-boiled candy formats.
The new campaign film, created by Ulka, features a quirky storyline involving kangaroo “toll keepers” stopping a truck loaded with Candyman Fruitee Fun Soft Chews and demanding candies in exchange for passage. The ad uses playful twists and imaginative storytelling to highlight the product’s “Chewy, Juicy, Fruity Fun” positioning.
Speaking on the campaign, Subash Balar, Vice President and Business Head – Chocolates, Coffee and Confectionery & NCD, Foods Division, ITC Ltd, said the confectionery market is witnessing a shift from purely taste-led choices to more experience-driven consumption among children. He added that the campaign aims to create a fun and relatable world for kids through engaging storytelling.
Rakesh Menon, Chief Creative Officer at Ulka, said the campaign was designed to blur the lines between imagination and reality, delivering a playful and unpredictable narrative that reflects the nature of the product itself.
With the launch of Candyman Fruitee Fun Soft Chews, ITC Foods is strengthening its focus on confectionery format innovation, targeting evolving consumer preferences with softer textures, vibrant fruit flavours and interactive product experiences.
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