Conceptualised by Ogilvy, the campaign blends cultural familiarity and quirky humour to capture the brand’s playful essence.

Chupa Chups, the iconic confectionery brand from Perfetti Van Melle, has launched a new campaign showcasing its Sweet & Sour Belts with a dose of unpredictable fun. The ad transforms a familiar setting-a casual game of carrom-into a wildly entertaining scene, sparked by the candy’s unexpected flavour twist.

The TVC opens with a group of friends engaged in a regular carrom match. But once the Chupa Chups Sweet & Sour Belts enter the picture, chaos ensues. The candy’s fusion of opposing flavours sends the game spiralling into hilarious disarray, capturing the brand’s message:
“Samajh Ke Bahar Hai, Jaise Chupa Chups Sweet Hai ya Sour Hai.”

Gunjan Khetan, Director – Marketing, Perfetti Van Melle India, said:

“At Chupa Chups, ‘Forever Fun’ is at the heart of our philosophy. This campaign goes beyond just taste-it turns a simple candy moment into an experience of joyful unpredictability. The sweet-and-sour blend isn’t just a flavour profile; it’s an attitude. It’s fun, chaotic, and unfiltered-just like the Gen Z audience we’re speaking to.”

Developed by Ogilvy, the film taps into cultural familiarity-like carrom matches-then subverts expectations through surreal storytelling and irreverent humour.

Anurag Agnihotri, Chief Creative Officer, Ogilvy West, added:

“This film shows how ordinary moments can explode into playful madness with Chupa Chups. We leaned into the candy’s unpredictable flavour profile to create a world where rules don’t apply-just like the product itself.”

The campaign is now live across television, digital channels, and social media platforms, aiming to drive deeper engagement with younger audiences who crave fun and spontaneity.