Comic mishaps steal the show in latest Chupa Chups campaign
, a confectionery brand owned by
Perfetti Van Melle
, has launched a new
advertising campaign
. The campaign highlights the sweet and sour taste profile of its products.
The new television commercial (
TVC
) for the campaign aims to show how the combination of sweet and sour flavors can lead to unexpected and humorous situations. The advertisement begins with friends playing carrom and after one of them is spotted consuming Chupa Chups Belts, the game devolves into an unconventional and humorous scene. The campaign's central theme is summarised by the tagline, "Samajh Ke Bahar Hai, Jaise Chupa Chups Sweet Hai ya Sour Hai" (It's beyond understanding, like whether Chupa Chups is sweet or sour).
Watch the film on ETBrandEquity here:
Gunjan Khetan
, Director
Marketing
, Perfetti Van Melle India, stated, "For Chupa Chups, 'Forever Fun' has been our core philosophy. With this campaign, we wanted to take that a step further by transforming a simple tasting moment into an experience of pure, unpredictable fun. The sweet-and-sour fusion in our Belts isn't just about taste, it's about sparking joy, laughter, and a whole lot of chaotic fun in every bite."
The campaign was conceptualized by
Ogilvy
. Anurag Agnihotri, Chief Creative Officer, West, commented, "This film is a celebration of how even the simplest moments can spiral into fun-filled chaos with Chupa Chups. We imagined a world where an innocent carrom match turns into a genre-bending, rule-breaking riot of fun and confusion."
The campaign will be distributed across television, digital platforms, and social media. It seeks to attract new consumers by emphasizing the brand's unique taste.
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