ITC Candyman Sourzzz Brings Back Laughs with Soury Not Sorry

ITC Candyman Sourzzz has launched the much-anticipated second season of its digital content series, “Soury Not Sorry,” with acclaimed comedian Sumukhi Suresh as the host. The show, which debuted its new season on June 28, 2025, via the brand’s official Instagram, continues to break fresh ground by using humour as a way for Gen Z and Gen Alpha to express themselves freely—even when their views challenge social and family norms.

Comedy Meets Candy: A Formula for Gen Z

“Soury Not Sorry – Season 2” invites popular stand-up artist Sumukhi Suresh to lead candid conversations with children and teenagers, turning their everyday annoyances and observations into punchy, witty content. The show’s unique flavour lies in its ability to take the little “sour” moments from the lives of India’s youth and flip them into unapologetic, often hilarious replies—mirroring the sharp personality of Candyman Sourzzz itself.

“Soury Not Sorry offers a platform for younger voices through humour. I’m glad to be a part of a project that encourages expression in a creative and light-hearted way,” said Sumukhi Suresh about her hosting role.

From Viral Hit to Digital Staple

The first season of “Soury Not Sorry” quickly became the talk of India’s digital youth, achieving impressive stats:

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• 105 million+ users reached
• 411 million impressions
• 37 million engagements across social platforms

These staggering numbers turned the content property into a recurring digital event, with fans eagerly anticipating each episode. According to Anuj Bansal, VP & Head of Marketing, Confectionery at ITC Foods, the second season aims to sharpen the show’s voice and make Candyman Sourzzz even more relatable—moving the brand from just a candy to a champion of inner individuality and bold self-expression.

Funnier, Bolder, Sharper

With Sumukhi Suresh leading the charge this time, viewers can expect a sharper humour profile—one that doesn’t shy away from poking fun at outdated beliefs or “cringe” moments with grownups. Episodes typically revolve around teens sharing how they deal with classic situations, like awkward family questions or old-school advice, often turning these into unapologetic, laugh-out-loud comebacks that reflect contemporary youth culture.

The result is a series that’s not just light entertainment, but also a subtle celebration of individuality in a world that sometimes finds it hard to accept change.

Why “Soury Not Sorry” Clicks with Youth

• Relatable Situations: Kids and teens see their own experiences reflected with a comic twist.
• Unfiltered Voices: The series gives space to real feelings, showing that it’s okay to speak out.
• Cultural Alignment: ITC positions Candyman Sourzzz as the candy for those who embrace their unique flavour—both literally and in personality.

ITC’s Bigger Vision

With “Soury Not Sorry,” ITC steadily pushes forward its content-led strategy to connect better with digitally native, socially aware audiences. This campaign helps Candyman Sourzzz stand out in the increasingly competitive sour candy market by being not just fun, but also relevant—a powerful blend of brand values and entertainment.

According to Bansal, “At ITC, we understand that today’s young consumers want more than just a product—they seek cultural alignment and emotional relevance. With ‘Soury Not Sorry’ Season 2, we continue to evolve Candyman Sourzzz from a product into a voice—one that encourages Gen Z and Gen Alpha to celebrate their individuality without filter, and with flavour”.

Sour, Sweet, and Here to Stay

ITC Candyman Sourzzz has emerged as more than just a candy brand—it’s now a cultural touchpoint for young Indians who want to stand out, speak up, and live unapologetically. With the success of “Soury Not Sorry’s” witty storytelling and vastly popular format, it’s clear that the brand’s prankish and spirited approach is winning over its target audience, one laugh (and tart treat) at a time.