27 June 2026: ITC's Candyman Tadka Masala Jelly has teamed up with comedian and popular content creator Biswa Kalyan Rath for a new campaign that celebrates the brand's distinctly chatpata personality through humour, spontaneity and relatable social interactions.
At the heart of the campaign is a simple but engaging premise: what happens when an ordinary conversation between two strangers gets an unexpected "tadka"? Set in a restaurant, the campaign sees Biswa stepping into seemingly routine interactions and giving them a playful, chatpata dubbing twist, much like Candyman Tadka Masala Jelly transforms a familiar kaccha aam flavour experience with its unique chatpata masala-dusted jelly format.
The campaign draws inspiration from how consumers describe and experience the product. Candyman Tadka Masala Jelly occupies a distinctive space in the confectionery category, where the flavour conversation is driven not just by sweetness but by the chatpata masala and the unmistakable taste of kaccha aam. The combination taps into strong familiar taste memories, making the experience instantly familiar and culturally resonant for consumers.
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."
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, renowned Indian stand-up comedian, writer and YouTuber 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."
0 Comments