Fun gets serious with Perfetti Van Melle's new campaign

The campaign conceptualised by Ogilvy & Mather introduces Chupa Chups Sour Belt and Sour Bites, carving out a new 'sweet-sour' segment in the confectionery market

BestMediaInfo Bureau | Mumbai | November 10, 2016

Click on the Image to watch the TVC.

After introducing Chupa Chups Bubble Gum Filled Lollipops early this year in India, Perfetti Van Melle India had introduced two new products, Chupa Chups Sour Belt and Sour Bites.

Ramesh Jayaraman

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 the launch 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.''

The campaign introducing the soft candy offerings from the confectionery manufacturer has been conceptualised by Ogilvy & Mather and encapsulates the brand philosophy of 'Fun ko seriously lo!' (Taking fun seriously).

Elaborating on the launch, Rohit Kapoor, Director, Marketing, Perfetti Van Melle India, 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 TVC depicts a classroom where children are getting ready to write an exam. This is when the principal of the school walks in and very seriously introduces Chupa Chups Sour Belt and Sour Bites to the kids and goes on to demonstrate the different fun ways in which the products can be consumed, parting with the message “Fun ko seriously lo”.

“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,” said Anurag Agnihotri, Executive Creative Director, Ogilvy & Mather.

The campaign will air across all major national and regional channels and digital media as well.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2016/11/Perfetti-Van-Melle.jpg

Credits:

Client: Perfetti Van Melle India Pvt Ltd

Agency: Ogilvy & Mather

Marketing Team:

Director-Marketing: Rohit Kapoor

Associate Category Director: Munir Lamba

Senior Brand Manager: Alok Raj

Chairman and Creative Director, South Asia, Ogilvy & Mather: Piyush Pandey

Creative Team:

National Creative Director: Rajiv Rao

Executive Creative Director: Anurag Agnihotri

Sr Creative Director: Saurabh Dikshit, Shahrukh Irani

Creative Director: Saurabh Kulkarni

Account Management Team:

President: Branch head Ogilvy North:  Kapil Arora

Sr Vice-President: Vishwajeet Rana

Management Supervisor: Saksham Kohli

Group Account Manager: Ankita Singh

Account Executive: Kovid Ummat

Production House: Tubelight Films

Director: Prashant Issar

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