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SNACKS & CONFECTIONERY

Chupa Chups launches Karte Raho Fun Fana Fun Fun campaign for lollipops
Wednesday, 11 September, 2019, 13 : 00 PM [IST]
Our Bureau, New Delhi
Chupa Chups,a Perfetti Van Melle product and one of the most iconic confectionery brands in the world, has rolled out its new campaign, Karte Raho Fun Fana Fun Fun, which is rooted in the philosophy Fun is for life, and not just for kids. The new campaign has two copies - one each for the Gum-filled Lollipops, and Sour Belt and Bites portfolios.  

Everyone enjoyed the fun they grew up with, and sometimes wish they hadn’t outgrown it. Chupa Chups, which makes some of the most playful confectionery in the world, brings alive the fun of childhood and hopes to keep it going for consumers across age groups with the new tagline, which is quirky and colloquial.

The TVCs (television commercials) show a bunch of teenagers breaking free from their mundane and stressful everyday routine, to have spontaneous, unreserved fun.

In the commercial for Chupa Chups Gum-filled lollipop, a bunch of tweens, overwhelmed by their upcoming exams, spot a kite flying free. Inspired by Chupa Chups, they all make a dash for capturing it.

The sequence becomes fun, exciting and exhilarating, as they compete with each other and cross various hurdles to get to the kite.

The TVC closes on a high, with the group celebrating the fun they had in the chase, even though they did not get the kite.

In the Chupa Chups Sour Belts and Bites commercial, the narrative unfolds in a similar backdrop of exam stress.

This time the teenagers are shown trying to avoid puddles on the road in the rain, but change their minds after tasting the sour, fun flavours of Chupa Chups Sour Belts and Bites – again a catalyst for them to let go of their worries and engage in some light-hearted banter and water splashing.

Speaking about the new positioning, Rajesh Ramakrishnan, managing director, Perfetti Van Melle India, said, “Chupa Chups is one of the global power brands of Perfetti Van Melle. The brand has always stood for spontaneous fun, is cheeky, and has character.”

“The new positioning of Forever Fun highlights this timeless appeal of Chupa Chups. We believe that this powerful new 360-degree campaign will increase the brand relevance of Chupa Chups and help take the brand to greater heights,” he added.

Speaking about the new campaign, Rohit Kapoor, director marketing, Perfetti Van Melle India, said, “Chupa Chups has been gaining tremendous traction since the launch due to innovative differentiated formats and memorable communication.”

“We are extremely excited about the new campaign for both variants on the common platform of Forever Fun to further dial up the excitement around the brand,” he added.

“For the first time, we have also taken popular online teen influencers playing lead roles in both the films to connect with the core target audience and encourage carefree, unreserved fun,” Kapoor said.

“The campaign will be extensively supported on television, digital and cinema, and further amplified with on-ground activations and consumer engagement in the coming months,” he added.

The new campaign has been conceptualised and executed by Ogilvy. Speaking about it, Anurag Agnihotri, executive creative director, Ogilvy, said, “When kids become teens, they start losing spontaneity. Having uninhibited fun gets rare.”

“Through Karte raho fun fana fun fun, we want to remind teens that they do not have to give up having fun just because they have grown up and life has become serious. There is fun hidden all around, if only one looked,” he added.
 
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