ITC’s Candyman Tadka Masala Jelly has launched a new digital campaign featuring comedian and content creator Biswa Kalyan Rath, using humour and spontaneity to highlight the brand’s distinctive chatpata personality.
Built around the idea that a little “tadka” can make anything more interesting, the campaign draws a parallel between the product’s unique flavour profile and unexpected twists in everyday conversations. Through a series of humorous interactions, the film showcases how ordinary moments can become memorable with the addition of a playful surprise—much like Candyman Tadka Masala Jelly’s combination of kaccha aam flavour and chatpata masala.
Set in a restaurant, the campaign features Biswa stepping into seemingly routine interactions between strangers and adding his signature comedic spin through unexpected dubbing and commentary. The result is a series of light-hearted moments designed to reflect the product’s positioning as a familiar flavour experience elevated by an extra burst of excitement.
The campaign is rooted in consumer perceptions of the brand. Candyman Tadka Masala Jelly has carved a niche for itself in the confectionery category by combining the nostalgic taste of raw mango with a masala-coated jelly format. This blend of sweet, tangy, and spicy flavours has helped the product stand out in a market traditionally dominated by sweeter confectionery offerings.
The creative concept was developed by Ulka, with the agency aiming to translate the product’s flavour experience into a relatable social scenario.
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.”
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