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ChupaChups collaborates with Loco to keep up with the childhood fun

Madhushree Chakrabarty October 8, 2020

ChupaChups announces its collaboration with live gaming streaming platform, Loco to create unique brand integration in the hyper-casual gaming space. This collaboration is the result of huge popularity of casual online games and the recent shift in entertainment consumption patterns. This initiative has been conceptualized and executed by Wavemaker India in partnership with Loco.

The brand has created distinctive integrations with the popular games like Snakes and Bull Bash on the Loco app. The integration is now live and has been undertaken for a period of 45 days. Both the branded games are hosted under the arena section in the Loco mobile application.

Highlighting the thought behind the collaboration, Mr. Rohit Kapoor – Director Marketing – Perfetti Van Melle India (PVMI) said, “At Perfetti Van Melle, we have always worked towards tapping interesting consumer trends and aligning our products and brand campaigns to best suit the audiences’ changing preferences. ChupaChups has always championed keeping fun alive through playful product formats and campaigns that are rooted in the philosophy of ‘Fun’. With online gaming being an important form of fun & entertainment for our TG, collaboration with LOCO was a natural fit for ChupaChups. We believe that this collaboration will increase the brand relevance and help take the brand to greater heights.”

Commenting on the association, Deepak Raj, VP, Loco, Pocket Aces added, “India’s growing gaming ecosystem has become a lucrative prospect for brands to reach out to a young and diverse audience and engage with them in an immersive way. In line with our aim of entertaining users, working with ChupaChups has been a rewarding experience, and we hope to recreate many more such engaging and entertaining initiatives in the future.”

Speaking of the association Karthik Nagarajan, Chief Content Officer, Wavemaker India said: “ChupaChups is an extraordinary brand which has a great history of standing for fun. And it is a brand that has traversed various pop cultures that stand for fun. We are very thrilled to hold hands with this iconic brand as it turns a new chapter and embraces gaming today. We are very happy to have worked on this with a partner like Loco and Pocket Aces, who understand the audience like no other”.



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