Backed by Gen Z humour and cultural relevance, the hit series celebrates unfiltered self-expression and sass with a fresh dose of comedy and confidence.
Candyman Sourzzz Launches ‘Soury Not Sorry – Season 2’ Featuring Sumukhi Suresh
Season 1 Link:
https://www.instagram.com/reel/DBQpzsiNt-8/?igsh=MTVuYm0zYzQyN3FnOA==
Season 2 Link:
https://www.instagram.com/reel/DLbsH-AInDY/?igsh=NzVpOG44eXkweXdr
National | July 11, 2025 – Riding high on the massive success of its first season, ITC’s Candyman Sourzzz is back with Soury Not Sorry – Season 2—a content-forward campaign packed with wit, relatability, and unapologetic flair. This time, joining the fun is acclaimed comedian Sumukhi Suresh, who brings her sharp, observational humour to the digital series, launched June 28 on the official Instagram handle
https://www.instagram.com/reel/DLbsH-AInDY/?igsh=NzVpOG44eXkweXdr
At its core, Soury Not Sorry is a vibrant reflection of today’s Gen Z and Gen Alpha ethos—bold, cheeky, and proudly unfiltered. The show transforms everyday irritants and awkward moments into laugh-worthy insights, reinforcing Candyman Sourzzz as a candy brand for the outspoken and authentic.
With 411 million impressions, a reach of 105 million, and 37 million engagements in its first season, Soury Not Sorry has already carved a niche as a culturally relevant, genre-defining IP. Season 2 takes this narrative forward with humorous intergenerational exchanges that spotlight societal norms young people are increasingly challenging—whether it’s dodging nosy relatives or clapping back at outdated expectations.
Anuj Bansal, VP & Head of Marketing, Confectionery at ITC Foods, said, “Today’s youth want brands that resonate with their identity and beliefs. With Soury Not Sorry – Season 2, Candyman Sourzzz becomes more than just a candy—it becomes a voice for individuality and fearless self-expression. Partnering with Sumukhi Suresh amplifies this message with sharp humour and deep cultural resonance.”
Echoing the campaign’s spirit, Sumukhi Suresh added, “I love humour that challenges while being clever. Soury Not Sorry does just that—it lets kids speak their truth with sass and confidence. It’s empowering, hilarious, and something I wish we had growing up!”
As ITC continues to invest in content-led storytelling, Soury Not Sorry reflects a broader strategy to build culturally immersive content ecosystems that engage India’s digitally savvy youth—through entertainment that also empowers.
