ITC Candyman Sourzzz Launches Season 3 of ‘Soury Not Sorry’ Featuring AI Influencer Rysa

ITC Candyman Sourzzz Launches Season 3 of ‘Soury Not Sorry’ Featuring AI Influencer Rysa

New Delhi, Feb 09: After two highly successful seasons, ITC’s Candyman Sourzzz returns with a bolder, punchier, and future-forward edition of its award-winning disruptive clean-roast Intellectual Property, Soury Not Sorry – Season 3. This season marks a category-first leap with the introduction of an AI influencer, Ramya Sathish aka Rysa, as the face of the series.

A first in the confectionery space, Season 3 leverages AI-led storytelling to bring teenagers and young adults a fresh, internet-native voice that mirrors how they think, speak, and clap back. Staying true to the franchise’s signature sass and self-expression, the season unfolds as a 4-week digital campaign, delivering bold, clean “soury” comebacks to misplaced authority figures in everyday life.

Designed to embody unapologetic confidence, Rysa represents a new-age, culturally fluid persona. Delhi-born with Malayali roots, the 23-year-old graduate and corporate baddie is chaotically honest, witty, and thrives on experience-driven internet-native humour.

Commenting on the launch, Mr. Subash Balar, VP & Business Head, Confectionery at ITC Foods, said:

“Soury Not Sorry has grown into a powerful youth-culture platform for Candyman Sourzzz, encouraging young consumers to own their individuality without filter, and with flavour. Season 3 is our boldest leap yet. With Rysa, our first-ever AI influencer, we’re stepping into the future of culturally relevant storytelling while staying true to what the Intellectual Property stands for: wit, confidence, and unapologetic self-expression.”

At its core, Soury Not Sorry celebrates the freedom to be unapologetically real. The franchise converts everyday irritants and judgements into fearless, witty roasts, positioning Candyman Sourzzz as the candy of choice for bold, outspoken youth.

Over the years, the series has become a genre-defining digital youth property, with Season 1 achieving 35 million reach and 1.7 million engagement, and Season 2 scaling higher with 36 million reach and 2.7 million engagement. Season 3 continues this trajectory while introducing an AI-powered voice, building a culturally relevant content ecosystem for new-age consumers.