Season 2 of “Soury Not Sorry,” starring Sumukhi Suresh, marks the return of ITC Candyman Sourzzz, a daring and humorous campaign that celebrates Gen Z’s unrestrained self-expression.
Comedian and actor Sumukhi Suresh is back in the second season of ITC Candyman Sourzzz’s popular digital series, “Soury Not Sorry.” With a sour twist, the campaign continues to celebrate Gen Z’s audacity, wit, and unreserved self-expression, following the success of its first season.
The humorous digital series, which features exaggerated, humorous scenarios in which Gen Z characters proudly own their sour moods and sharp comebacks, perfectly captures the essence of ITC’s tangy confectionery brand Sourzzz. Sumukhi, who is well-known for her witty repartee and approachable delivery, is instrumental in promoting the campaign’s theme that being “soury” is now something to celebrate rather than something to conceal.
In order to appeal to a younger, more socially conscious audience, Season 2 delves deeper into cultural commentary while deftly combining humor and brand messaging. By carefully distributing the episodes on YouTube, Instagram, and other social media sites, Gen Z’s preference for videos and memes is catered to.
ITC Candyman keeps positioning Sourzzz as more than just a sour candy by embracing bold and quirky storytelling, which turns it into a metaphor for being different, speaking up, and celebrating individuality. To make the campaign more engaging and shareable, it also incorporates interactive features like fan challenges, sour face filters, and Instagram polls.
Candyman Sourzz reaffirms its position with “Soury Not Sorry”: being unique isn’t just acceptable; it’s deliciously enjoyable.
