Mumbai: Chupa Chups, the iconic confectionery brand under Perfetti Van Melle, has unveiled a vibrant new campaign titled ‘Samajh Ke Bahar’, celebrating the brand’s signature Sweet & Sour twist with an entertaining new TVC.
The film playfully captures how everyday moments can spiral into hilarious chaos when infused with Chupa Chups’ unique flavour fusion. Opening with a group of friends in a casual carrom game, the narrative flips when they taste the Chupa Chups Belts—turning a familiar setting into a wildly unpredictable spectacle. It culminates in the line: “Samajh Ke Bahar Hai, Jaise Chupa Chups Sweet Hai ya Sour Hai.”
Gunjan Khetan, Director – Marketing, Perfetti Van Melle India, shared, “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. And the theme “Samajh Ke Bahar Hai, Jaise Chupa Chups Sweet Hai ya Sour Hai’ captures this 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.”
Conceptualized by Ogilvy, the campaign taps into Chupa Chups’ irreverent brand spirit with surreal storytelling and everyday cultural cues.
Anurag Agnihotri, Chief Creative Officer, West, added, “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 TV, digital, and social media channels, with a focus on connecting with new audiences and reinforcing Chupa Chups’ distinct identity as a source of spontaneous, rule-breaking fun.
