National, February 12th, 2021: Chupa Chups, one of the most iconic confectionary brands in the world from the house of Perfetti Van Melle, has announced its limited-edition lollipop range – “Do You Love Me?” ahead of Valentine’s Day 2021.
India’s favourite gum-filled lollipops will now come with six different designs like ‘<3 You’, ‘BFF’, ‘Yes’ embossed on the lollipop. The exact design is a surprise, revealed only after opening the pack. ‘Do You Love Me?’ lollipops are fun conversation starters for teenagers, especially around Valentine’s Day!
The integrated communication campaign will leverage touchpoints across TV, digital and social. The campaign will be led by a TVC showing a group of college going friends playing a game of ‘Do You Love Me?’ with Chupa Chups lollipops. While the fate of the protagonists is left to the message on the lollipop, the real fun is the interactions within the group!
TVC Link: https://www.youtube.com/watch?v=WLd8XuDGEQI
The digital leg will comprise of a YouTube and Instagram Digital TVC, along with a special Instagram filter that will be rolled out during the Valentine’s Day week. The IG filter lets the user find out if their crush loves them back through a gamified lens! Users can share results with their friends and post on their social media accounts.
The new Chupa Chups ‘Do you Love Me?’ packs will available across India till March 2021.
Commenting on the launch, Rajesh Ramakrishnan, Managing Director PVM India comments “We are excited with the new Chupa Chups “Do You Love Me” Lollipops. Keeping with the brand philosophy of ‘Fun is for life, not just for kids’, this launch brings a light-hearted, fun perspective to a topical conversation. We plan to support this initiative with an engaging campaign which will help keep excitement high on the brand”
Speaking about the same, Anurag Agnihotri, Managing Partner – Creative, Ogilvy India – West, comments, “Chupa Chups is all about playability and engagement. With DYLM or the emoticon embossed edition of lollipops we’ve achieved both, which the film communicates in a super fun way.”
Ritu Sharda, Chief Creative Officer, Ogilvy India- North, comments, “Everyone wants to know if someone “loves me, loves me not“. We used to do it with a rose now we are doing it digitally. It’s something fun and interactive for love-struck teens on Valentine’s Day. So we’ve created this voice-activated Instagram filter, where a user has to take their crush’s name out loud and ask- Do you love me? The filter then throws some super fun answers. The embossed lollipop and the filter could turn into fun declarations of love and friendship. We’re very excited to see how the teens use and share this filter.”
