Perfetti Van Melle India has introduced a range of soft candy offerings – Chupa Chups Sour Belt and Sour Bites.
In a statement, Ramesh Jayaraman, Managing Director, Perfetti Van Melle India said “We are delighted to expand the Chupa Chups portfolio in India with the launch of Chupa Chups Sour Belts and Sour Bites. Our recent launch, Chupa Chups Bubble Gum Filled Lollipops, has received a very positive response from consumers. With this launch now of Sour Bites and Belts, we are raising the innovation bar further. Substantial investment has been made in the manufacturing line, and we are delighted once more to be the first in India to bring a major innovation to the market. The Chupa Chups fun personality is inherent in these offerings and their distinctive shape and textures offer great scope for playful consumption.’’
Elaborating on the launch, Rohit Kapoor, Director - Marketing, said “We are really excited to launch Chupa Chups Sour Belt and Sour Bites, innovative soft candy offerings with ‘sweet and sour’ sprinkles on top. These are extremely successful formats in some international markets and it was indeed a challenge to bring these delightful offerings at mainstream price points in India. These offerings also provide us a perfect opportunity to carve out a new ‘sweet-sour’ segment in the confectionery market. The launch will be supported by a communication campaign on ‘take fun seriously’ platform, that includes a new TVC, point of purchase material in general trade, visibility drive in Modern trade and digital campaign targeting the brand’s core teenage audience.”
The communication for the new launch encapsulates the brand philosophy of ‘Fun ko seriously lo!’ (Taking fun seriously). The commercial shows the principal of the school entering an examination hall to make an important announcement. All the kids sit up alert, wondering what’s coming next. The principal then in a very serious tone of voice 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. The unexpected announcement adds fun to the serious atmosphere of ongoing examination.
Commenting on the campaign, Anurag Agnihotri, Executive Creative Director, Ogilvy, 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.”
The campaign will air across all major national and regional channels and digital media as well.
You can watch the ad campaign here:
Perfetti Van Melle India Pvt Ltd
Rohit Kapoor: Director-Marketing
Munir Lamba: Associate Category Director
Alok Raj: Senior Brand Manager
Ogilvy & Mather
Piyush Pandey: Chairman & Creative Director, South Asia
Rajiv Rao: National Creative Director
Anurag Agnihotri: Executive Creative Director
Saurabh Dikshit, Shahrukh Irani: Sr. Creative Director
Saurabh Kulkarni: Creative Director
Kapil Arora: President – Branch head Ogilvy North
Vishwajeet Rana: Sr. Vice president
Saksham Kohli: Management Supervisor
Ankita Singh: Group Account Manager
Kovid Ummat: Account Executive
Production House: Tubelight Films
Prashant Issar: Director