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Candyman Crunchy is ‘fun-breakable’

Conceptualised by FCB Ulka, the TVC takes the hilarious route to show how a taste of the candy provokes an extreme reaction even in a serious situation

Click on the Image to watch the TVC.

ITC Foods has launched a new campaign for its Candyman Crunchy crafted and conceptualised by FCB Ulka. The peanut-flavoured candy is crunchy and brittle and crumbles in the mouth. The film takes this aspect of the product, its crunchiness, forward in a hilarious way.

The seriousness of the situation and the way experiencing the product provokes an extreme reaction in such a situation is what makes the film so very memorable.


In the film, we see a worried family around their fully bandaged son’s bed. While the doctor examines the x-ray and is about to pronounce his diagnosis, the mother bites into the Candyman Crunchy, is taken by surprise at its crunchiness and starts reacting spontaneously to the experience, much to everyone’s shock and surprise.

This television campaign is complemented with outdoor media presence and retail branding.

Romit Nair

Romit Nair, Creative Head, FCB Ulka, Bangalore, said, “Our latest commercial for Candyman Crunchy focuses on the ‘fun-breakable’ attribute of the candy. We are super excited about this campaign. Sometimes it’s important for everything to fall into place for a good piece of creative to take shape. That’s exactly what happened with this project. The production house/director, the FCB Ulka team and the client worked closely to together to bring this campaign to life.”

Menaka Menon

Menaka Menon, Vice-President, FCB Ulka, Bangalore, said, “The entire story here evolves from the product truth. Candyman Crunchy is crunchy and crumbly and unlike the regular candy experience, and therein lay the story. We just needed to find an interesting way to communicate it!”

The TVC:


Client: ITC Foods

Brand: Candyman Crunchy

Agency: FCB Ulka, Bangalore

Director:  Karan Shetty (Finger Print Production)

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