Chupa Chups has rolled out a campaign, 'Samajh Ke Bahar', celebrating the brand's sweet and sour twist.

Conceptualised by Ogilvy, the campaign comprises a film. The ad opens with a group of friends gathered around a carrom board, deeply engrossed in the game. As they take a bite of the Chupa Chups, the mood shifts, and so do their moves. One player starts making chess-like strategies, another mimics a snooker shot, and others bring in elements from different games. The playful chaos reflects the dual personality of Chupa Chups - sweet and sour - blending unexpected twists with familiar fun.

What we think about it: The film creates a delightful visual metaphor for the brand’s signature sweet-and-sour experience. The execution is light-hearted and clever, perfectly aligning with the brand’s personality.

The film was released on 16 July.