Candyman Sourzzz brings back ‘Soury Not Sorry’ with AI Influencer Rysa for season 3
Season 3 will roll out as a four-week digital campaign and stays rooted in the same idea
Marketing Moments
.jpg)
Candyman Sourzzz is bringing back its digital property Soury Not Sorry for a third season, this time with a new twist: an AI influencer named Ramya Sathish, also known as Rysa, now leads the series. The latest season continues the brand’s “clean roast” format, built around sharp but playful comebacks, while leaning into AI-led storytelling aimed at teenagers and young adults.
Season 3 will roll out as a four-week digital campaign and stays rooted in the same idea that powered the earlier editions calling out unnecessary authority and everyday judgement with bold, “soury” humour. The tone remains sassy and self-assured, but the delivery now comes through a virtual personality designed to sound and behave like someone straight out of internet culture.
Rysa is written as a 23-year-old Delhi-born graduate with Malayali roots and a corporate job, known for being chaotically honest and quick-witted. Her personality is shaped around internet-native humour and observational comedy, reflecting the way Gen Z communicates online.
Speaking 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.”
The core idea behind Soury Not Sorry comes from a familiar tension. Kids, teenagers, and young adults are often told to soften their opinions or behave in a more “acceptable” way to avoid criticism. At the same time, they want the freedom to express themselves fully quirky, outspoken, and unfiltered. The series turns these everyday pressures into moments of humorous resistance, positioning Candyman Sourzzz as a symbol of bold self-expression.
Since it first launched, the property has focused on moments where young people feel judged and flips them into confident, funny responses. The format has steadily built an audience. Season 1 recorded a reach of 35 million and 1.7 million engagements, while Season 2 expanded to 36 million reach and 2.7 million engagements.
View this post on Instagram
With Season 3, Candyman Sourzzz is pushing the format further by adding an AI-driven character at the centre of the storytelling, while continuing to build a content ecosystem that speaks directly to young, digitally native audiences.
