A new film for Candyman Fruitee Fun Soft Chews has been released by ITC Candyman, reviving its famous Kuch Bhi Karega for Candyman! campaign. The campaign highlights the brand’s unique soft, easy-to-chew, fruity product format, going beyond traditional hard-boiled candies to give young consumers a more imaginative, playful confectionery experience.

Ulka came up with the idea for the movie, which centers on a truck that is transporting Candyman Fruitee Fun Soft Chews when kangaroo toll keepers stop it and demand that Candyman give them passage. What comes next is a whimsical series of bizarre turns that culminate in an entertaining reveal that emphasizes Candyman Fruitee Fun Soft Chews’ irresistible appeal while bringing the brand’s central idea to life.

The film closes with the brand sign-off: “Candyman Fruitee Fun – Chewy, Juicy, Fruity Fun. Kuch Bhi Karega for Candyman.”

Subash Balar, Vice President and Business Head – Chocolates, Coffee and Confectionery & NCD, Foods Division, ITC Ltd said, “Even though taste still dominates the Indian confectionery market, experience is becoming more and more important, particularly to younger consumers. We aimed to bring the brand’s whimsical world to life with this new film for Candyman Fruity Fun Soft Chews by using an imaginative, interactive, and fun-based story. Using storytelling to increase engagement and make the brand more relatable to children, the campaign expands on our Kuch Bhi Karega for Candyman proposition”.

With this introduction, ITC Foods tackles a more general change in confectionery behavior, from being solely taste-driven to becoming more experience-driven. In a category that has historically been dominated by hard candy formats, the product offers children a more engaging and accessible experience with its soft, chewy texture, vibrant fruit flavors, and visually playful format. This encourages interactive, imagination-led consumption.

ITC Foods keeps investing in confectionery format innovation as newer formats gain popularity, broadening Candyman’s product line to meet changing consumer demands. A great example of this approach is Candyman Fruitee Fun Soft Chews, which creates candy experiences that are ready for the future by fusing innovative products with captivating, imaginative narratives.

Priyanka Dutta