Candyman is bringing an Indian flavour to Halloween with its latest campaign, ‘A Desi Halloween’, built around a playful take on traditional horror storytelling. At the centre of the campaign is Tangy Tantrik, a ghost facing an unusual problem: people are no longer scared of him.
The campaign film follows the character as his attempts to frighten people lead to unexpected interactions that bring them closer instead. Through this unusual storyline, Candyman builds its narrative around the thought, ‘Darr sirf bhagane ke liye nahi, logon ko paas lane ke liye bhi hota hai’, giving the idea of fear a more light-hearted interpretation.
The campaign extends beyond the film through a series of digital and on-ground initiatives. Candyman has partnered with quick-commerce platform Zepto to introduce specially designed spooky masks featuring characters from its Desi Halloween universe. The brand will also launch an exclusive SKU on select quick-commerce platforms.
Subash Balar, vice president and business head – Chocolates, Coffee and Confectionery & NCD, Foods Division, ITC Ltd., said: “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 that’s closely linked to the brand personality of celebrating playful mischief.”
Explaining the creative direction, Rakesh Menon, chief creative experience officer, Ulka, part of BBDO Group, India, said: “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. Telling this story through an old school horror villain who painfully discovers that he can no longer scare people anymore felt like a wonderfully entertaining way of bringing the idea alive.”
The campaign will also use get-ready-with-me (GRWM) content centred on Halloween costumes, alongside billboards and on-ground experiences. These initiatives bring the campaign into different consumer touchpoints, extending the Desi Halloween theme beyond its central film.
From a marketing perspective, Candyman is using Halloween’s growing cultural presence in India to create a campaign that feels locally relevant rather than simply borrowing Western horror imagery. Tangy Tantrik gives the brand a distinctive character to build its communication around, while the Zepto partnership and themed activations connect storytelling with consumer participation. The approach also creates an opportunity for Candyman to associate its confectionery portfolio with a seasonal occasion through humour, mischief and entertainment.
