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Chupa Chups says ‘fun is for life’ in new campaign

Through its commercials for Chupa Chups Gum-filled Lollipops and Sour Belts & Bites, conceptualised by Ogilvy, the brand encourages consumers to keep the joy of childhood alive

Click on the image to watch the TVC.

Chupa Chups, the confectionary brand from the house of Perfetti Van Melle, has rolled out a new campaign rooted in the philosophy ‘Fun is for life, and not just for kids’.

Chupa Chups brings alive the fun of childhood and hopes to keep it going for consumers across age groups with its quirky and colloquial new tagline, ‘Karte raho, fun fana fun fun’.


The new campaign has two copies, one each for the Gum Filled Lollipops and Sour Belt & Bites portfolio. The TVCs show a bunch of teenagers breaking free from their mundane and stressful everyday routine, to have spontaneous, unreserved fun.

In the commercial for Chupa Chups Gum Filled Lollipop, a bunch of tweens, overwhelmed by their upcoming exams, spot a kite flying free. Inspired by Chupa Chups, they all make a dash for capturing it. The sequence becomes fun, exciting and exhilarating as they compete with each other and cross various hurdles to get to the kite. The TVC closes on a high with the group celebrating the fun they had in the chase, even though they didn’t get the kite!

In the Chupa Chups Sour Belts & Bites commercial, the narrative unfolds in a similar backdrop of exam stress. This time the teenagers are shown trying to avoid puddles on the road in the rain but change their minds after tasting the sour, fun flavours of Chupa Chups Sour Belts and Bites – again a catalyst for them to let go of their worries and engage in some light-hearted banter and water splashing.

Rajesh Ramakrishnan, Managing Director of Perfetti Van Melle India, said, “Chupa Chups is one of the global power brands of Perfetti Van Melle. The brand has always stood for spontaneous fun, is cheeky, and has character. The new positioning of ‘Forever Fun’ highlights this timeless appeal of Chupa Chups. We believe that this powerful new 360-degree campaign will increase the brand relevance of Chupa Chups and help take the brand to greater heights.”

Rohit Kapoor, Director Marketing, Perfetti Van Melle India, said, “Chupa Chups has been gaining tremendous traction since the launch due to innovative differentiated formats and memorable communication. We are extremely excited about the new campaign for both variants on the common platform of Forever Fun to further dial up the excitement around the brand. For the first time, we have also taken popular online teen influencers playing lead roles in both the films to connect with core target audience and encourage carefree unreserved fun. The campaign will be extensively supported on TV, digital, cinema and further amplified with on-ground activations and consumer engagement in the coming months.”

The new campaign has been conceptualised and executed by Ogilvy. Anurag Agnihotri, ECD, Ogilvy, says, “When kids become teens, they start losing spontaneity. Having uninhibited fun gets rare. Through ‘Karte raho fun fana fun fun’, we want to remind teens that they don’t have to give up having fun just because they’ve grown up and life has become serious. There’s fun hidden all around, if only one looked.”

The TVCs:

Client: Chupa Chups, Perfetti Van Melle India
Managing Director of Perfetti Van Melle India: Rajesh Ramakrishnan
Director Marketing, Perfetti Van Melle India: Rohit Kapoor
Agency: Ogilvy
ECD, Ogilvy: Anurag Agnihotri

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