Candyman Tadka Masala Jelly serves up chatpata conversations with Biswa Kalyan Rath

New Delhi: ITC's Candyman Tadka Masala Jelly has launched a digital campaign featuring comedian and content creator Biswa Kalyan Rath. The campaign is centred around a series of restaurant-based interactions in which Rath introduces unexpected twists into ordinary conversations through humorous dubbing. The creative concept draws on the product's combination of kaccha aam flavour and chatpata masala, which has become a key part of its positioning within the confectionery category. According to the company, the campaign takes inspiration from consumer perceptions of the product, where the flavour experience is associated with both nostalgia and the distinctive taste of raw mango paired with masala. 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." Balar added, "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 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." The campaign is being rolled out across digital and social media platforms and forms part of the brand's ongoing creator-led marketing efforts. Watch the film here: View this post on Instagram A post shared by Biswa Kalyan Rath (@biswakalyanrath)