National, 11th February 2026 – After two phenomenal seasons, ITC’s Candyman Sourzzz is back with a bolder, punchier and future-forward chapter of its award-winning disruptive clean roast Intellectual Property, Soury Not Sorry – Season 3, marking a category-first leap with the introduction of its AI influencer, Ramya Sathish aka Rysa, as the face of the series.
A first for the brand in the confectionery space, Season 3 leverages AI-led storytelling to bring teenagers & young adults a fresh, internet-native voice that mirrors how they think, speak and clap back. Staying true to the franchise’s spirit of sass and self-expression, the new season will roll out as a 4 week digital campaign, continuing the show’s signature theme of delivering bold, clean, “soury” comebacks to misplaced authority figures who poke without provocation.
Designed to embody this 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 driven by an experience-based comedic lens that thrives on internet native humor.
Excited about the new season, Mr. Subash Balar, VP & Business Head, Confectionary at ITC Foods said, “Soury Not Sorry has grown into a powerful youth-culture platform for Candyman Sourzzz, one that encourages 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 the heart of Soury Not Sorry lies a strong insight: kids, teenagers and young adults are often pressured to conform, tone down their personalities, or sugarcoat their opinions to avoid judgement. Yet, they crave the freedom to express their true selves, quirky, bold and unapologetic, while feeling celebrated for who they are. By turning everyday irritants into moments of witty, fearless roasts, the Intellectual Property positions Candyman Sourzzz as the candy of choice for the outspoken and the bold.
Over the years, the franchise has evolved into a genre-defining digital youth property, spotlighting everyday moments where young people feel judged & flipping them into bold celebrations of being unapologetically real. Anchored by clean roasts and culturally resonant humour, Soury Not Sorry has delivered strong results, with Season 1 clocking 35 Mn Reach & 1.7 Mn Engagement, and with Season 2 scaling higher with 36 Mn Reach & 2.7 Mn Engagement.
With the new season, ITC Candyman Sourzzz continues to build culturally relevant content ecosystems for new-age consumers—now led by an industry-first, AI-powered voice.
