Sweet or sour? Chupa Chups’ TVC turns carrom into total mayhem

Chupa Chups, a confectionery brand from Perfetti Van Melle, has launched a new campaign highlighting the Sweet & Sour taste of its products. The TVC shows how the mix of sweet and sour turns ordinary moments into fun.

The campaign shows how Chupa Chups Sweet & Sour jellies create unexpected and funny situations when sweet and sour flavours come together. The film highlights the unpredictable mix of these tastes.

The TVC opens with friends playing carrom. When they eat Chupa Chups Belts, the game takes an unexpected turn. It ends with the campaign’s core thought, “Samajh Ke Bahar Hai, Jaise Chupa Chups Sweet Hai ya Sour Hai.”

Speaking about the campaign, Gunjan Khetan, director marketing, Perfetti Van Melle India, said, “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. And the theme ‘Samajh Ke Bahar Hai, Jaise Chupa Chups Sweet Hai ya Sour Hai’ captures this beautifully. It reflects our vision to build Chupa Chups as the go-to brand for a generation that values expression, unpredictability, and fun without filters. This film is a reminder that sometimes, breaking the rules of logic is exactly what makes a moment memorable.”

Conceptualised by Ogilvy, the campaign brings together surreal storytelling, simple everyday cultural cues, and an unmistakable sense of mischief that reflects the brand’s irreverent spirit.

Speaking about the campaign, Anurag Agnihotri, chief creative officer, West shared, “This film is a celebration of how even the simplest moments can spiral into fun-filled chaos with Chupa Chups. We imagined 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.”

The campaign is being rolled out across television, digital platforms, and social media.