ITC Candyman has made an exciting foray into the lollipop market with the introduction of its latest product—Candyman Tadka Lollipop. With this new offering, the brand aims to tap into the vibrant and youthful energy of its audience, blending sweet and tangy flavors that come with a bold surprise.
The Candyman Tadka Lollipop brings together a unique flavor combination that promises to capture the taste buds and imaginations of kids and teens alike.
The product is available in two enticing flavors: green mango and tamarind, each packed with a masala-infused center. As consumers enjoy the lollipop, they experience a delightful transformation from sweet to a punchy, spicy core, making it a fun and adventurous treat. The tagline, “Sweet Outside, Naughty Inside,” perfectly encapsulates this thrilling flavor journey, reflecting the dual nature of both the product and its target audience.
The brand’s latest marketing campaign highlights the playful and mischievous nature of its young consumers. Much like the lollipop itself, which starts with sweetness and surprises with a burst of bold masala, the campaign emphasizes the fun duality of kids who appear innocent but have a cheeky side. This duality resonates with the audience, making the Candyman Tadka Lollipop an ideal fit for children and teens looking for a treat that matches their playful spirit.
Rohit Dogra, COO of Chocolates, Coffee, and Confectionery at ITC, expressed enthusiasm for the brand’s expansion into the lollipop segment. “Candyman Tadka is an innovative step forward for us. By entering the lollipop space with a product that combines both sweet and tangy elements, along with a masala-filled center, we’re offering something truly unique. We believe this product will enhance our presence in the confectionery market, giving consumers an exciting new option,” he said.
The Candyman Tadka Lollipop is not just another candy—it offers a refreshing take on the traditional lollipop, making it stand out in a competitive market. The combination of flavors aims to provide a sensory experience that goes beyond the typical sugary treat, aligning with ITC’s strategy of bringing creative, boundary-pushing products to the confectionery industry.
The new TV commercial (TVC) campaign, created by FCBUlka Bangalore, creatively communicates this flavor-packed experience. Damodaran Nair, President of FCBUlka Bangalore, noted, “The younger generation has a playful side—they’re not just sweet, they’ve got a mischievous streak too. Candyman Tadka captures this balance with its fun twist on the conventional lollipop. We wanted the campaign to reflect this spirited attitude, shaking up the lollipop category and bringing something fresh to the table. We’re confident Candyman Tadka will redefine how lollipops are perceived and enjoyed across India.”
The campaign’s dynamic approach is designed to make a strong impact, positioning the Candyman Tadka Lollipop as a new favorite in the market. By capturing the boldness and curiosity of its young audience, the campaign reflects the flavorful twist that the lollipop offers—starting sweet, ending with a spicy surprise.
Currently priced at just Rs 5, Candyman Tadka Lollipop has been rolled out in Eastern and Southern regions of India, providing affordable and flavorful fun to a wide consumer base. As ITC continues to expand its footprint in the confectionery sector, the new lollipop aims to strengthen the brand’s position by appealing to the adventurous palates of younger consumers.
With its playful approach and innovative product offering, ITC Candyman is set to make a significant mark in the lollipop segment. The Candyman Tadka Lollipop’s combination of sweet, tangy, and spicy flavors perfectly captures the dynamic and energetic spirit of today’s youth, ensuring a memorable taste experience with every bite.
