Candyman Ropes in Biswa Kalyan Rath for New Tadka Masala Jelly Campaign
Candyman has partnered with comedian Biswa Kalyan Rath for a new digital campaign highlighting the distinctive chatpata flavour of its Tadka Masala Jelly through humour-led storytelling.
SociapaHQ
ITC’s confectionery brand Candyman ropes in comedian and content creator Biswa Kalyan Rath for a new digital campaign for its Tadka Masala Jelly where humour meets flavour through a series of entertaining content films.
The campaign is based on the concept of adding a surprise ‘tadka’ to everyday conversations, where Rath turns everyday conversations into humorous exchanges with his signature dubbing style. The films are based in a restaurant and draw a parallel between the comedian’s unexpected punchlines and the product’s unique combination of sweet, chatpata masala and kaccha aam flavour.
“The campaign is based on how consumers talk about Candyman Tadka Masala Jelly, which is a sweet jelly with a spicy masala seasoning, providing a unique taste experience,” says ITC.
Check out the campaign here:
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Commenting on the campaign, Subash Balar, Vice President – Chocolates, Coffee and Confectionery & New Categories, 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,” he added.
“The campaign is based on the premise that an unexpected twist can make mundane moments more engaging,” said Rakesh Menon, Chief Creative Experience Officer at Ulka.
“The fun part about this collaboration was taking normal conversations and giving them an unexpected twist,” shared Biswa Kalyan Rath. That’s exactly what Candyman Tadka Masala Jelly does. Takes something you know and makes it a whole lot more interesting. “There was a lot of room for me to play with surprise and humour in the concept, so the whole experience was actually enjoyable,” he said.
