Candyman has launched its “A Desi Halloween” campaign, designed to redefine the traditional Halloween narrative by emphasizing connection over fear. Created by Ulka India, this campaign transforms the Halloween experience, focusing on bringing people together through playful mischief rather than frightening them away.
At the heart of the campaign is Tangy Tantrik, who learns that his spooky antics can lead to unexpected moments of joy rather than terror. The tagline, “Darr sirf bhagane ke liye nahi, logon ko paas lane ke liye bhi hota hai,” encapsulates this new approach to fear, suggesting that frightening can also forge bonds.
Subash Balar, Vice President and Business Head of ITC Ltd.’s Chocolates, Coffee and Confectionery & NCD, Foods Division, remarked, “With Candyman, we see an opportunity to build on the growing popularity of Halloween in India due to its relevance to the confectionery category. By understanding how Indian consumers are embracing and adapting global celebrations, we are bringing a distinctly desi spin with this campaign linked closely to the brand personality of celebrating playful mischief.”
The campaign aims to spotlight the evolving nature of Halloween in India, encouraging consumers to indulge in costume experimentation, playful pranks, spooky storytelling, and fun moments with friends and family.
Rakesh Menon, Chief Creative Experience Officer at Ulka, part of BBDO Group, India, noted, “Horror has traditionally been about scaring people away. We loved the thought of turning that on its head and making horror something that brings people together.” He expressed that the depiction of an old-school horror villain learning to connect with people adds an entertaining dimension to the storyline.
To amplify the campaign, Candyman has partnered with quick-commerce platform Zepto, which will provide specially designed spooky masks featuring characters from the Desi Halloween theme, enhancing the trick-or-treat experience. Furthermore, an exclusive SKU will be available on select quick-commerce platforms, tapping into the growing trend of get-ready-with-me (GRWM) content as individuals dress up for the season.
The campaign will also extend beyond the digital realm, featuring billboards and on-ground activities to reach consumers directly. This Halloween, Candyman is set to redefine the experience with a playful and distinctly Indian twist, focusing on the joy of togetherness during the festivities.
