Chupa Chups, the iconic confectionery brand from Perfetti Van Melle India, has launched a quirky new campaign titled “Samajh Ke Bahar Hai”, celebrating the unpredictable fusion of sweet and sour flavours. Anchored by a lighthearted TVC, the campaign captures how the brand’s Sweet & Sour Belts can transform even mundane moments—like a friendly game of carrom—into a hilarious whirlwind of chaotic fun. The TVC shows a group of friends enjoying carrom, only to be thrown into a surreal spiral of rule-breaking amusement once they taste the jellies. It mirrors the core campaign message: “Samajh Ke Bahar Hai, Jaise Chupa Chups Sweet Hai ya Sour Hai.”
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.”
Where demand for creative and youth-centric confectionery is rising, the campaign has already struck a chord. Local distributors note a surge in inquiries following the TVC rollout, especially from college-goers and young adults. Conceptualized by Ogilvy, the campaign is live across television, digital, and social media platforms nationwide.