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ITC’s Candyman Sourzzz Returns with ‘Soury Not Sorry – Season 2’

The series, now hosted by comedian Sumukhi Suresh, continues its focus on unfiltered conversations with kids and teens, using humour to spotlight individuality and social norms

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New Delhi: ITC’s confectionery brand Candyman Sourzzz has rolled out Season 2 of its digital series ‘Soury Not Sorry’, bringing comedian Sumukhi Suresh on board as host. The latest season continues the series’ focus on bold conversations and humour-led storytelling, featuring candid interactions with children and teens.

The series debuted on Instagram on 28 June 2025 via the official itc.candyman page.

‘Soury Not Sorry’ is built on the insight that young audiences prefer expressing their personalities without filters. The show turns everyday moments of frustration or discomfort into humorous exchanges that spotlight confidence and individuality.

Season 1 reportedly garnered over 411 million impressions, reaching 105 million users and generating 37 million engagements. The format, anchored in intergenerational humour, uses comedy to reflect on social situations where children often feel pressure to conform, from dodging uncomfortable questions to confronting outdated norms.

Anuj Bansal, Vice-President and Head of Marketing, Confectionery at ITC Foods, said, “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. With Sumukhi Suresh joining us this season, we’re excited to up the ante with a sharper dose of humour, relatability and cultural resonance.”

Speaking on her experience, Sumukhi Suresh said, “I love humour that punches up while staying humourous and clever. Soury Not Sorry is exactly that, a series that lets kids own their quirks and deliver the sass we wish we had at their age! I’m thrilled to be part of a campaign that’s witty, empowering, and unapologetically fun.”

Watch the series:

 

 

ITC series