Candyman Sourzzz’s ‘Soury Not Sorry – S2’ Salutes Gen Z’s Sass and Smarts

After season 1. ITC’s Candyman Sourzzz is said to be back with a bolder, punchier second serving of its disruptive IP – ‘Soury Not Sorry – Season 2’. This season, Sumukhi Suresh seeks to host unfiltered and unapologetic questions with her own punch of humour and quirk. The IP was launched on June 28, 2025, on Instagram via the official ITC.candyman page.

Gen Z’s sassy nature and confidence to be their true self take the centre stage in this season. Gen Z is unafraid, bold, loud, and add quirk to their life with their unapologetic comebacks and outspoken nature. Hence, Candyman Sourzzz seek to be the choice of the bold and confident.

Season 1 of ‘Soury Not Sorry’ recorded 411 million impressions, reaching 105 million users with 37 million engagements. Season 2 explores intergenerational dialogues, highlighting social pressures faced by Gen Z, with a focus on individuality and humour.

Mr. Anuj Bansal, VP & 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.”

Sumukhi Suresh, recounting her experience about the collaboration, said, “I love humour that punches up while staying humorous 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.”

Soury Not Sorry reflects ITC Candyman’s broader ambition to create relevant content ecosystems for its new-age consumers.