Wednesday, October 7, 2020

Chupa Chups, Wavemaker India and Loco keep the irreverent fun of childhood going forever


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The confectionery brand collaborates with the gaming platform to create unique brand integration in the hyper - casual gaming space

National, October 7, 2020: Leveraging the immense popularity of casual online games and recent shift in entertainment consumption patterns, Chupa Chups – one of the flagship brands from the house of confectionery major Perfetti Van Melle India announces its collaboration with India's leading live game streaming platform Loco. This initiative has been conceptualized and executed by Wavemaker India in partnership with Loco.


Chupa Chups as a brand has always targeted teens & tweens as they enjoy spontaneous and impromptu fun. Staying true to its philosophy of Karte Raho, Fun Fana Fun Fun that aims to inspire and liberate our inner kid, the brand has created unique integrations with popular online games like Bull Bash and Snakes on the Loco app to drive this positioning further. The integration is live and has been undertaken for a period of 45 days, and both the branded games are hosted under the arena section in the Loco mobile application.


The brand has been running contests online to recognize top scorers and has been giving away gaming consoles to top five players every week as part of the collaboration. The campaign is being actively promoted on social media and on the Loco platform.


Highlighting the thought behind the collaboration, Mr. Rohit Kapoor - Director Marketing – Perfetti Van Melle India (PVMI) said, “At Perfetti Van Melle, we have always worked towards tapping interesting consumer trends and aligning our products and brand campaigns to best suit the audiences’ changing preferences. Chupa Chups has always championed keeping fun alive through playful product formats and campaigns that are rooted in the philosophy of ‘Fun’. With online gaming being an important form of fun & entertainment for our TG, collaboration with LOCO was a natural fit for Chupa Chups. We believe that this collaboration will increase the brand relevance and help take the brand to greater heights.”


Commenting on the association, Deepak Raj, VP, Loco, Pocket Aces added, “India’s growing gaming ecosystem has become a lucrative prospect for brands to reach out to a young and diverse audience and engage with them in an immersive way. In line with our aim of entertaining users, working with Chupa Chups has been a rewarding experience, and we hope to recreate many more such engaging and entertaining initiatives in the future.”


Speaking of the association Karthik Nagarajan, Chief Content Officer, Wavemaker India said: “Chupa Chups is an extraordinary brand which has a great history of standing for fun. And it is a brand that has traversed various pop cultures that stand for fun. We are very thrilled to hold hands with this iconic brand as it turns a new chapter and embraces gaming today. We are very happy to have worked on this with a partner like Loco and Pocket Aces, who understand the audience like no other”.



About Perfetti Van Melle India Pvt. Ltd.:

Having started India operations in 1994, Perfetti Van Melle India Pvt. Ltd. (PVMI) today enjoys the reputation of being market leaders in the confectionary space with a diverse portfolio of brands across segments (i.e. candies, jellies, gums & chewies) which provide a differentiated consumer experiences across age groups. PVMI’s extensive distribution footprint spans 4 million outlets across India and the manufacturing facilities are located in Manesar (Haryana), Rudrapur (Uttarakhand) and Karanai Puducherry (Chennai). 25 years since its inception, Perfetti’s power brands  like Center fresh, Center fruit, Alpenliebe, Happydent, Mentos, Alpenliebe Juzt Jelly, Chupa Chups continue to both delight and engage with the consumer with innovations across category expansion, variants, flavours, promotions and clutter breaking advertising campaigns. Regarded as a ‘great Place to Work’ owing to its strong people culture, PVMI drives continuous improvement by way of external benchmarking and exposure to global best practices and building a sense of pride amongst its employees. As a responsible corporate brand, Perfetti is committed to bringing about a positive influence in the community it operates in and adheres to its three pivot areas of sustainability - education, water conservation and environment. PVMI is a fully owned subsidiary of the global confectionery conglomerate Perfetti Van Melle, headquartered in Amsterdam. Visit:

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About Chupa Chups:


Chupa Chups is a brand of Perfetti Van Melle, a leading global confectionery group producing and distributing candies & chewing gums in more than 150 countries worldwide. Chupa Chups was launched in India in 2016 and is present in the lollipops and extruded sour jellies segments. Chupa Chups Gum Filled Lollipops are available in four exciting flavours at a price of INR 5 per pop, while the sour jellies portfolio comprises of Sour Belts (INR 5/belt), Sour Bites (INR 10/bag) and Sour Tube Minis (INR 10/bag).


About Loco:

Loco is India’s leading live game streaming and esports app, with 24M registered users till date and over 1,000+ hours of live gaming content being streamed per day. Dedicated to democratizing gaming entertainment, viewers can enjoy game streaming and esports content created by India’s leading streamers and gamers such as Jonathan, Ghatak, IND Snax, and Xyaa along with top teams like Fnatic, IND, 8bit, and Team Tamilas on Loco. Users can also stream various games themselves. Popular game categories on the platform include PUBG Mobile, FreeFire, and Call of Duty Mobile. Loco is currently available on Android and iOS platforms, and has a highly engaged community of 250K on Facebook, 200K on Instagram and 56k on Twitter. In June 2020, the platform announced a multi-pronged partnership with Fnatic, a leading professional esports organization headquartered in London and also  an industry-defining esports partnership with world’s leading energy drink, Rebull. In July 2020, the platform witnessed a 6x growth in DAUs and an uptake of 122% in its monthly active streamers month on month during June-August 2020.

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