Chupa Chups Unleashes ‘Samajh Ke Bahar’ Campaign: Sweet & Sour Belts Bring Playful Chaos to Indian Youth

Chupa Chups launches its ‘Samajh Ke Bahar’ campaign, celebrating the playful chaos of its Sweet & Sour Belts with a quirky TVC. Discover how the campaign connects with India’s youth through irreverent fun, unpredictability, and unique flavour experiences.

Chupa Chups, the iconic confectionery brand under Perfetti Van Melle, has recently kicked off a lively new campaign titled ‘Samajh Ke Bahar’, aiming to spotlight the playful chaos brought to life by its Sweet & Sour Belts. The campaign, which launches with an engaging TV commercial, is designed to connect with India’s youth and Gen Z, presenting the sweet and sour fusion as an unpredictable force that brings fun and excitement to everyday moments.

The heart of the campaign is a vibrant film that opens with a familiar setting – a group of friends enjoying a casual game of carrom. As soon as they taste the Chupa Chups Sweet & Sour Belts, the mundane atmosphere explodes into delightful chaos, transforming the scene into an unpredictable, animated adventure. This creative twist dramatizes how the candy’s flavor can turn even the simplest situations upside down, making every bite an experience to remember. The film closes with the catchy tagline, “Samajh Ke Bahar Hai, Jaise Chupa Chups Sweet Hai ya Sour Hai,” encapsulating the brand’s message that you never know what to expect—sweet or sour, but always full of fun.

Chupa Chups’ ‘Samajh Ke Bahar’ campaign perfectly embodies the brand’s ‘Forever Fun’ philosophy. By embracing irreverence and celebrating spontaneity, the campaign aligns itself with young consumers who value self-expression and joy in the unexpected. The creative execution, developed by renowned agency Ogilvy, uses surreal storytelling and relatable cultural cues to highlight the unique taste adventure offered by Chupa Chups Sweet & Sour Belts.

Gunjan Khetan, Director – Marketing at Perfetti Van Melle India, remarked that the campaign seeks to spark not just taste buds but also joy, laughter, and a spirit of playful unpredictability. Anurag Agnihotri, Chief Creative Officer at Ogilvy West, noted that even the simplest moments can spiral into fun-filled chaos with Chupa Chups, emphasizing the irresistible fusion of sweet and sour.

The ‘Samajh Ke Bahar’ campaign is being rolled out broadly across TV, digital, and social media channels. By focusing on memorable storytelling and fun, Chupa Chups continues to cement its place as a go-to brand for youthful spontaneity and adventure. With every piece of its Sweet & Sour Belts, the brand invites its audience to embrace the joy of unpredictability and let loose in a world that makes room for a little sweet-and-sour chaos.