Sweet Meets Chaos: Chupa Chups’ Carrom TVC is All Fun

Chupa Chups Redefines Fun With Its Zany Carrom TVC

Chupa Chups, the colorful confectionery brand from Perfetti Van Melle, has captured the attention of sweet lovers and fun seekers with a brand-new advertising campaign that promises riotous, unpredictable entertainment. At its heart is a quirky television commercial (TVC) where a simple game of carrom spins out of control the moment Chupa Chups Sweet & Sour Belts make an appearance. This campaign, titled “Samajh Ke Bahar Hai, Jaise Chupa Chups Sweet Hai ya Sour Hai,” reflects the brand’s promise to add a playful twist to everyday experiences with their unique sweet-and-sour treats.

Turning Simple Moments into Mayhem

The new TVC opens with friends gathering for a traditional game of carrom. Things start off ordinarily—until someone opens a pack of Chupa Chups Sweet & Sour Belts. With one chew, the regular scene transforms into a rollercoaster of confusion and laughter. The action becomes surreal, rules are tossed out the window, and the carrom board turns into a set for comic chaos. This unpredictable transformation mirrors the taste experience of Chupa Chups Belts, which blend sweet and sour flavors in each piece, making every moment unpredictable, just like the ad.

"Forever Fun": The Brand Philosophy

Gunjan Khetan, Director of Marketing for Perfetti Van Melle India, elaborates on the thinking behind the campaign:

“For Chupa 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.”

This philosophy has been central to Chupa Chups’ positioning, making it a brand that stands for fun without filters. The tagline “Samajh Ke Bahar Hai” (Beyond understanding), connects with the youth, who love expression, unpredictability, and moments that break away from the usual.

Creative Energy by Ogilvy

The campaign’s distinct style comes from its creators, renowned advertising agency Ogilvy. Chief Creative Officer (West), describes the approach:

“This film is a celebration of how even the simplest moments can spiral into fun-filled chaos with Chupa Chups. We imagine 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.”

Spreading the “Sweet and Sour” Excitement

Chupa Chups’ latest TVC is being broadcast widely across TV, digital, and social media platforms, ensuring that its message of color, chaos, and “forever fun” reaches a broad audience. The campaign does not just showcase candy; it brings to life the spirit of youthfulness and a bit of rule-breaking for purely entertaining reasons.

More Than Just Candy: Playful Consumption

Chupa Chups has built its recent innovations on unique product forms and flavors. Famous for its lollipops and jelly candies, the brand has expanded into belt-shaped and bite-sized delights, offered in flavors like Strawberry, Raw Mango, and Mixed Fruit. These quirky formats encourage sharing and playful consumption, making them a favorite among teens and young adults. The sweet-and-sour flavor combination is not just for taste—it’s for the experience, contributing to a new “sweet-sour” segment in India’s fast-growing confectionery market.

Connecting With India’s Youth

Chupa Chups’ campaigns have always struck a chord with India’s youth, thanks to relatable storytelling, youthful themes, and the use of digital media. Whether it’s a stressful exam setting or a lazy game among friends, the brand believes there’s always room for fun. Past initiatives, such as “Fun ko seriously lo” (Take fun seriously) and “Karte raho, fun fana fun fun,” have cemented the brand’s playful, irreverent image among teens.