Chupa Chups aims to liberate the 'inner kid' in teens as they go through the stress of 'adulting'

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

Chupa Chups aims to liberate the ‘inner kid’ in teens as they go through the stress of ‘adulting’ in their daily lives. Teens live in a pressure cooker world of academic and social expectations. Added to this is the desire to fit in and be liked by others, online and offline. Chupa Chups believes that we can all do with a little spontaneous childlike fun in the midst of all this adulting. 

The campaign #FunKaBooster launched two digital films that highlight fun and spontaneity, but in the most un-boring fashion. The films are based on little stress points that our protagonists face in everyday life, but are able to handle with cool composure, inspired by… what else…Chupa Chups.  

Rohit Kapoor, Director Marketing, Perfetti Van Melle India (PVMI), said, “Chupa Chups has always stood for keeping the inner kid and childlike fun alive in our protagonists. Tapping into insights relevant to today’s teens, Chupa Chups #FunKaBooster campaign urges teens to let-go of the pressure of adulting by instilling some irreverent fun into their lives.  We believe this campaign will increase the brand relevance of Chupa Chups and help take the brand to greater heights.” 

Ritu Sharda, Chief Creative Officer, Ogilvy, North, said, “The age of social media has put pressure on teens today. On top of their grades, extra-curriculars, schoolwork... they have to think about how popular they are, how many followers they have, how many stories they’re putting on their channels. Here is where we found space as a brand to tell these teens to just have fun and take the load off. The brand of fun we endorse is irreverent — not taking away from the great impact that teens today will have on the world of tomorrow, but asking them to fully enjoy whatever they are doing with a ‘Chupa Chups’ twist.” 

Credits: 

Agency: Ogilvy India, North  

Chief Creative Officer, Ogilvy North: Ritu Sharda 

Creative Team: Seby John, Adyasha Roy, Pratim Roy, Pawan Singh, and Kunal Singh 

Planning: Shikha Sharma, Ankur Khanna 

Account Management Team: Shouvik Roy, Amarinder Butalia, Aditi Sobti, Suraj Dikonda, and Tripti Mandal 

Production House: Bang Bang Pictures  

Director: Ryan Mendonca 

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