Mishaps dominate in the new Chupa Chups advertising campaign, stealing the spotlight with comedic flair
In a bold move to celebrate the brand's unique sweet and sour taste profile, Chupa Chups, owned by Perfetti Van Melle, has launched an imaginative advertising campaign titled "Samajh Ke Bahar". Conceptualized by Ogilvy and marketed by Gunjan Khetan, this campaign is a delightful explosion of fun and unpredictability.
The heart of the campaign is a film that portrays a group of friends playing carrom. But upon tasting Chupa Chups, they begin to mimic moves from games like chess and snooker, visually embodying the brand's dual sweet and sour essence.
Anurag Agnihotri, Chief Creative Officer, West, describes the concept as a celebration of how simple moments can transform into fun chaos due to the fusion of sweet and sour in Chupa Chups. The tagline used, "Samajh Ke Bahar Hai, Jaise Chupa Chups Sweet Hai ya Sour Hai", reinforces the brand's identity as a provider of bold taste and spontaneous fun.
The campaign, which started mid-July 2025, has been making waves across television, digital, and social media platforms. It has been praised for breaking through category clutter by focusing on the taste experience, leading to unexpected fun scenarios.
This campaign not only showcases Chupa Chups as a candy offering an unpredictable taste experience but also as a catalyst for lively, memorable moments. With its imaginative storytelling and cultural cues, Chupa Chups positions itself as an irreverent, mischievous brand, perfect for those seeking a taste adventure.
For industry professionals and enthusiasts alike, this campaign is a must-watch. Subscribe to our newsletter for the latest insights and analysis on this and other exciting campaigns. You can find this article on our website, as well as on Telegram, Facebook, and through a copy link. Don't forget to save your favorite articles using our downloadable app for real-time updates.
This article is published by BE Staff on July 17, 2025, at 11:00 AM IST. Please note that by commenting, you agree to our Prohibited Content Policy.
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- The imaginative advertising campaign for Chupa Chups on social media platforms has been praised for breaking through category clutter and focusing on the taste experience, leading to unexpected fun scenarios.
- The campaign, which started mid-July 2025, has been making waves across television, digital, and social media, positioning Chupa Chups as an irreverent, mischievous brand, perfect for those seeking a taste adventure.
- Chupa Chups, through its advertising on various media platforms, has showcased itself not only as a candy offering an unpredictable taste experience but also as a catalyst for lively, memorable moments in entertainment and social media.
