Chupa Chups, the confectionery brand from Perfetti Van Melle, has launched a new campaign titled ‘Samajh Ke Bahar’, aimed at highlighting the distinct sweet and sour flavour of its Belts range. The campaign centres around a television commercial (TVC) that illustrates how the product’s taste can disrupt routine moments and introduce unpredictable scenarios.
The film opens with a group of friends playing carrom. Upon tasting the Chupa Chups Belts, the setting quickly transforms into a sequence of unexpected and exaggerated events, underscoring the brand’s messaging: 'Samajh Ke Bahar Hai, Jaise Chupa Chups Sweet Hai ya Sour Hai.'
Gunjan Khetan, Director Marketing, Perfetti Van Melle India, said, “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.”
The campaign, created by Ogilvy, incorporates everyday settings and scenarios while leaning into abstract storytelling. The aim is to reflect the brand’s identity through a visual narrative that blends familiarity with absurdity.
Anurag Agnihotri, Chief Creative Officer, Ogilvy West, said, “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 distributed across television, digital platforms, and social media. It is designed to attract new users and reinforce the brand’s positioning through a focus on its flavour profile and associated unpredictability.
With the launch of ‘Samajh Ke Bahar Hai, Jaise Chupa Chups Sweet Hai ya Sour Hai’, the brand continues to emphasise its role as one associated with taste and light-hearted moments.
