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Chupa Chups’ New ‘Samajh Ke Bahar’ Campaign Brings Alive Its Sweet & Sour Fun

Jul 16, 2025

TLDR: Chupa Chups has launched a new “Samajh Ke Bahar” campaign with a TVC, conceptualized by Ogilvy, to highlight the unpredictable fun of its sweet and...

Chupa Chups, one of the most iconic confectionary brands from the house of Perfetti Van Melle, is ready to dial up the fun quotient with the launch of Chupa Chups Sour Tubes– India’s first ever jelly in a long tubular format! The Sour tubes come in unique tubular format with a delectable chewy fondant filling and Chupa Chups’ trademark sweet-sour sanding. The product comes in Strawberry and Watermelon flavours with 3 tubes in a single pack at Rs10, and also a bigger shareable Modern trade pack with 8 tubes at Rs50. With their vibrant colors and flavour, these tubes promise to be a treat for both the eyes and taste buds! Link to the video for your reference: https://youtu.be/T3bDkQH5w7A?si=eMutQfLfHOI0KPDn Chupa Chups has consistently disrupted the conventional norms in the category by introducing groundbreaking innovations that have been captivating consumers. From the fusion of lollipops and bubble gums with Chupa Chups Gum Filled Lollipop to the pioneering range of Chupa Chups jellies’ which have a unique sour sanded and playable formats of belts, bites and mini tubes, the brand has redefined the confectionery segment. With the launch of all-new Sour Tubes, the brand will further solidify its image as an innovative, young brand, especially for those who seek unique and differentiated confectionery products. Talking about the new launch in Chupa Chups, Rajesh Ramakrishnan – Managing Director, Perfetti Van Melle India emphasized the vital role of innovation in the confectionary segment, “Confectionery segment thrives on innovation. For Chupa Chups, we have always endeavored to explore novel, never-tried-before formats to maintain the brand’s growth while up-aging and premiumizing the category. With the launch of Chupa Chups Sour Tubes, we are taking yet another step in that direction and cannot wait to see our consumer’s response.” The new launch will be accompanied by a digital campaign that will amplify the brand promise of ‘forever fun’ among the target audience. The digital film unfolds with a group of friends in a café cleverly extending their moment of fun by playfully placing the Sour Tubes as straws in their empty glasses. They hilariously convince a skeptical waiter that they are enjoying an invisible drink while secretly enjoying the delectable flavor of the Sour Tubes. The sequence is complemented by a lively soundtrack that not only builds excitement but also skillfully holds the entire sequence. All of this is inspired by the fruity flavors of Chupa Chups Tubes, which always espouses the philosophy of Forever Fun. The product launch will be supported by digital and modern trade activations to further engage consumers. Speaking about the supporting campaign, Gunjan Khetan – Director Marketing, Perfetti Van Melle India said, “At Perfetti, we believe in refreshing consumer interest in our product categories with the introduction of contemporary offerings. Chupa Chups’ diversification in the unique format of Sour Tubes benefits the category, and the distinctive shape and texture offers great scope for playful consumption. Therefore, we have attempted to bring alive the same ‘spontaneous fun’ philosophy in our launch campaign as well. The campaign will be supported with digital, product sampling and POSM, providing a comprehensive and engaging experience for consumers.” Commenting on conceptualizing the campaign, Anurag Agnihotri, Creative Partner, Ogilvy West said, “Every Chupa product is fun to play with. Sour Tubes is probably the most playable yet. The long tube shape sparked our imagination. So all we did was, had fun showing how you can have fun with it”. Agency credits – Creative: Creative Partner, Ogilvy West: Anurag Agnihotri Executive Creative Director: Saurabh Kulkarni Executive Creative Director: Shahrukh Irani Senior Creative Director: Apoorva Jain Senior Creative Director: Kshitij Chandel Associate Creative Director: Yashima Yadav Account Management: President & Head of Office: Prakash Nair Senior Vice President: Varsha Raina Account Director: Gayatri V Arora Account Supervisor: Rishit Ghetia Planning: Senior Vice President Planning: Shikha Sharma Planning Director: Ankur Khanna Production House: Earlyman Film Director: Sukriti Tyagi
Brand
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Perfetti Van Melle launches Chupa Chups Sour Tubes

Sep 04, 2023

Chupa Chups, one of the most iconic confectionary brands from the house of Perfetti Van Melle, is ready to dial up the fun quotient with the launch of Chupa Chups Sour...

Ogilvy Logo June 2018
Advertising
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Chupa Chups launches ‘Fun Ka Booster’ Digital Campaign

Dec 28, 2020

Christmas & New Year are about to get more fun as Chupa Chups – one of the most iconic confectionary brands from the house of Perfetti Van Melle – rolls out its...

Chupa Chups adds a surprise twist to its ‘Forever Fun’ positioning
Advertising
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Chupa Chups adds a surprise twist to its ‘Forever Fun’ positioning

Feb 14, 2020

Chupa Chups, from the house of Perfetti Van Melle, has rolled out a new campaign for its limited edition lollipop range –  “Do You Love Me?” Gum-filled...

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