Sometimes, the smallest joys leave the biggest impact. Chupa Chups, the iconic confectionery brand from Perfetti Van Melle India, has launched a new campaign titled “Samajh Ke Bahar Hai” that does just that—turns the simple act of tasting candy into a burst of laughter and fun. With a new TVC showing how a regular carrom match turns chaotic with just one bite of its Sweet & Sour Belts, the brand is winning hearts across the country.
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.”
Ogilvy’s creative take has resonated deeply with young consumers, bringing a dose of playful imagination into their daily lives. Many parents are also welcoming the brand’s light-hearted appeal, viewing it as a cheerful indulgence. Chupa Chups is fast becoming a symbol of simple, spontaneous joy in this growing suburban market.
