MUMBAI: It's a Fun campaign. Perfetti Van Melle will surprise consumers with its tongue tickling sweet and sour taste in delicious Strawberry, Raw Mango and Mixed Fruit flavors. The distinctive shapes and textures of both the products naturally lend themselves to playful consumption.

The communication for the new launch encapsulates the brand philosophy of ‘Fun ko seriously lo!’ (Taking fun seriously). The campaign will air across all major national and regional channels and digital media as well.

In a statement, Perfetti Van Melle India MD Ramesh Jayaraman said, “Our recent launch, Chupa Chups Bubble Gum Filled Lollipops, has received a very positive response. With this launch now of Sour Bites and Belts, we are raising the innovation bar. The Chupa Chups fun personality is inherent in these offerings and their distinctive shape and textures offer great scope for playful consumption.’’

Marketing director Rohit Kapoor said, “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. 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.”

Ogilvy ECD Anurag Agnihotri said, “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.”