Ad Campaigns
Chupa Chups unveils an innovative ‘Shape of Fun’ campaign
Mumbai: Chupa Chups, one of the most iconic confectionery brands from the house of Perfetti Van Melle, has once again dialed up its quirk quotient with the introduction of three new whacky shapes- cat, feet, and crawlers, as an addition to its sour jelly portfolio. The brand known for its spontaneous and cheeky fun has also launched an exclusive campaign Shape of Fun to bring alive the new shapes. The campaign dials up further on the brand’s global philosophy of forever fun which manifests into a strong call to action and positioning in the form of Kabhi Ruke Na Fun for India.
Known for its Sour sanded & playful offerings, Chupa Chups continues to redefine the confectionery experience, this time with the launch of distinctive flavours in playful shapes and eye-catching packaging. The dual-coloured jellies, infused with sour taste and prank-inspired shapes promise to elevate the consumption experience. The assortment includes three new bags – one for each shape Rockat, CrazyFeet & Crawlers, available in a wide range of flavors across the three packs Watermelon, Orange, Strawberry, Cola, Lime, Apple, and Blackcurrant flavors. It boasts of a vibrant combination promising a burst of creativity and fun in every bite, offering three shapes, seven flavors, and nine vibrant colors. Each pack is priced at Rs 10 for General Trade. Bigger packs for Organized Trade are also expected to hit the market soon.
The launch is being supported with an exclusive TV and digital campaign hitting the screens nationwide in March.
Conceptualized by Ogilvy, it opens in a karate class, in which the New Chupa Chups shapes are brought alive through a set of dramatic sequences. Packed with some unexpected twists and moves, the drama is around New Shapes that set the crescendo for Fun and trigger some delightful madness amongst kids and teens.
Culminating with a twist where the puzzled Sensei also finds himself swept up in the frenzy, the vibrant ad promises to captivate everyone, nudging them to keep having fun.
The campaign will air nationwide across channels on TV with a strong digital activation.
Speaking about the campaign, Perfetti Van Melle India marketing director Gunjan Khetan said, “Chupa Chups has consistently excelled in its product portfolio, providing consumers with unique offerings infused with innovation and fun in every aspect. We offer a wide assortment of sour jellies in playable formats –Belts, Bites, and Tubes and in Lollipops segment, we pioneered the very popular Gum filled lollipop and dual coloured Mix-up pop.
As we launch the ‘Shape of Fun’ campaign for our latest innovation, we take pride in introducing these jellies, adding a dash of creativity to each moment. Our commitment to ‘Kabhi Na Ruke Fun’ is reflected in these quirky shapes, adding an element of surprise to the everyday. With every bite, we invite consumers to experience a playful twist, embracing non-stop fun.”
Commenting on conceptualizing the campaign, Ogilvy executive creative director Shahrukh Irani said, “Chupa Chups has always been about fun that never stops. And the launch of these three unique shapes, just added to it. The cat, feet and crawler shapes were so much fun that all we had to do was take a simple premise, and just let the shapes take over. Quite literally”
The brand-new offerings will be accessible across all general and modern trade outlets in the coming months and will be supported by digital and modern trade activations to further engage consumers.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
