Perfetti Van Melle India extends the Chupa Chups ‘Taking Fun Seriously’ tagline to new products

Perfetti Van Melle India has launched a new campaign, via Ogilvy & Mather Mumbai, to launch a new range of Chupa Chups products. Perfetti Van Melle, India’s leading confectionery producer, started producing Chupa Chups Bubble Gum filled lollipops earlier this year in India. After a very good start with this product, Perfetti has now introduced a range of soft candy offerings – Chupa Chups Sour Belt and Sour Bites, which are playful and exuberant fun.

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The distinctive shapes and textures of both the products naturally lend themselves to playful consumption so Ogilvy & Mather’s approach for the new launch encapsulates the brand philosophy of ‘Fun ko seriously lo!’ (Taking fun seriously). The commercial shows a school principal entering an examination hall to make an important announcement. The kids sit up, alert, wondering what’s next. Then in a very serious tone of voice the principal introduces Chupa Chups Sour Belt and Sour Bites to the kids and demonstrates to them the different fun ways in which the products can be had.

Commenting on the campaign, Anurag Agnihotri, Executive Creative Director, Ogilvy & Mather Mumbai said: It’s a delight to create a fun piece of communication for a product that’s so true to its brand philosophy. The new Chupa Chups Sour Belt and Sour Bites commercial brings alive the positioning of ‘Fun ko seriously lo!’ in a cheeky and humorous manner.

Credits

Director: Prashant Issar