ITC’s bold content IP celebrates Gen Z self-expression through witty, unfiltered conversations with kids and teens
National, 10 July 2025: ITC’s Candyman Sourzzz is back with ‘Soury Not Sorry – Season 2’, a sharp, spirited follow-up to its breakout youth-focused IP that blends cheeky humour with cultural commentary. Launching on June 28 via the brand’s Instagram handle (@itc.candyman), the second season features acclaimed comedian Sumukhi Suresh as host, bringing her trademark wit to a series of unfiltered conversations with kids and teens.
At the core of Soury Not Sorry is a powerful insight: today’s Gen Z and Gen Alpha aren’t afraid to be bold, quirky, or outspoken. They seek content that mirrors their voice—and Season 2 delivers, turning awkward everyday moments into punchy, laugh-out-loud clapbacks with a dose of sour attitude.
The first season of the campaign made a major impact, racking up 411 million impressions, reaching 105 million viewers, and generating 37 million engagements, cementing Soury Not Sorry as a genre-defining content property that reflects a shift from passive branding to active cultural participation.
Anuj Bansal, VP & Head of Marketing, Confectionery, ITC Foods, shared, “Today’s youth demand more than just great products—they want brands to speak their language. With Soury Not Sorry – Season 2, we’re positioning Candyman Sourzzz not just as a candy but as a cultural voice. With Sumukhi on board, the show offers even sharper humour, authenticity, and relevance for the generation shaping tomorrow’s narratives.”
Comedian Sumukhi Suresh added, “This campaign is a celebration of humour that’s clever, edgy, and empowering. Soury Not Sorry gives kids the platform to own their quirks, be cheeky, and express themselves fearlessly—and I’m all in for it!”
Through its unapologetically bold storytelling, Soury Not Sorry continues to push boundaries in branded entertainment, reflecting ITC Candyman’s ambition to build culturally resonant ecosystems that engage and empower India’s next generation of consumers.
Season 2 Link:
https://protect.checkpoint.com/v2/https:/www.instagram.com/reel/DLbsH-AInDY.YzJ1OndlY29tbXVuaWNhdGlvbnM6YzpvOmJlYjkyYzUzYTk2ZWY5Nzk1NmVmN2VhMGM4NjQ2MWNhOjY6YjI3ODo5Yzk2ZGNkMTY0OTEzZmZhNjljY2M3NDdjY2I1YmQ1YmIxMDM5YTc1NzA0ZWIyMGMwMDJlZjFkYWYxNzU2Y2M0OnA6RjpG