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 ‘chatpata’ personality to life through humour and everyday social interactions.
Built around the idea of adding an unexpected “tadka” to ordinary conversations, the campaign features Rath stepping into seemingly routine interactions between strangers and giving them a playful dubbing twist. Set in a restaurant, the films mirror the product’s proposition of transforming the familiar taste of kaccha aam with a distinctive masala-dusted jelly format.
The creative draws from how consumers experience Candyman Tadka Masala Jelly, where the appeal extends beyond sweetness to the combination of tangy raw mango flavours and chatpata masala. By tapping into familiar taste memories and culturally rooted flavour preferences, the brand aims to create a connection that feels both relatable and entertaining.
The collaboration also reflects the growing use of creator-led storytelling by brands looking to blend entertainment with product messaging. Through Rath’s signature style of observational humour, the campaign seeks to communicate the product’s flavour proposition in a format designed for digital-first audiences.
The campaign is being rolled out across digital and social media platforms, targeting young consumers who gravitate towards bold flavours, snackable content and culturally relevant brand experiences.
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Commenting on the campaign, Subash Balar, Vice President and Business Head – Chocolates, Coffee and Confectionery & NCD, Foods Division, ITC, 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.”
