Perfetti Van Melle India has officially launched its latest campaign for Chupa Chups, titled “Samajh Ke Bahar Hai”, spotlighting the brand’s Sweet & Sour Belts through a high-energy, humorous TVC. Conceptualized by Ogilvy, the film showcases how a casual carrom game turns into a wild, logic-defying experience once players bite into the sweet and sour jellies—capturing the campaign’s core message: “Samajh Ke Bahar Hai, Jaise Chupa Chups Sweet Hai ya Sour Hai.”
Speaking about the campaign, Gunjan Khetan, Director Marketing, Perfetti Van Melle India, said, “ForChupa 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. And the theme“Samajh Ke Bahar Hai, Jaise Chupa Chups Sweet Hai ya Sour Hai’capturesthis beautifully. It reflects our vision to build Chupa Chups as the go-to brand for a generation that values expression, unpredictability, and fun without filters. This film is a reminder that sometimes, breaking the rules of logic is exactly what makes a moment memorable.”
Speaking about the campaign, Anurag Agnihotri, Chief Creative Officer,West shared, “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. We leaned into the taste profile of Chupa Chups Belts—because when there’s a fusion of sweet and sour, fun is guaranteed. And that’s where the magic lies.”
The campaign is being rolled out across television, digital, and social media channels.
Early feedback from distributors and retailers is enthusiastic. With strong youth engagement and increasing demand for novelty snacks, Chupa Chups’ colourful branding and taste innovation are driving higher footfalls in local retail outlets, making it a standout in the region’s fast-growing confectionery sector.
