Perfetti Van Melle has rolled out a two-film digital campaign for Chupa Chups. Named #FunKaBooster, the campaign stems from the brand’s philosophy of 'Fun is for life, and not just for kids’.
The brand, through the campaign, highlights how everyone can all do with a little spontaneous childlike fun amid the adulting. Ogilvy has conceptualised the films.
The films are based on little stress points that the protagonists face in everyday life. They are shown to handle it coolly, as they are inspired by Chupa Chups.
Rohit Kapoor, director marketing, Perfetti Van Melle India said, “Chupa Chups has always stood for keeping the inner kid and childlike fun alive in our protagonists. Tapping into insights relevant to today’s teens, the Chupa Chups #FunKaBooster campaign urges teens to let go of the pressure of adulting by instilling some irreverent fun into their lives. We believe that this campaign will increase the brand relevance of Chupa Chups and help take the brand to greater heights.”
Ritu Sharda, chief creative officer, Ogilvy – North said, “The age of social media has put pressure on teens today. On top of their grades, extracurriculars, schoolwork, they also have to think about how popular they are, how many followers they have, how many stories they’re putting on their channels. Here is where we found space as a brand to tell these teens to just have fun and take the load off. The brand of fun we endorse is irreverent – not taking away from the great impact that teens today will have on the world of tomorrow, but asking them to fully enjoy whatever they are doing with a 'Chupa Chups' twist.”
Agency: Ogilvy India – North
Chief creative officer, Ogilvy North: Ritu Sharda
Creative team: Seby John, Adyasha Roy, Pratim Roy, Pawan Singh, Kunal Singh
Planning: Shikha Sharma, Ankur Khanna
Account management team: Shouvik Roy, Amarinder Butalia, Aditi Sobti, Suraj Dikonda, Tripti Mandal
Production house: Bang Bang Pictures
Director: Ryan Mendonca
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Watch the film conceptualised by Le Pub here