National, 5th November 2026: Chupa Chups, the confectionery brand from the house of Perfetti Van Melle, brought a playful Halloween experience to kids, teens and families through a series of initiatives spanning limited-edition packs, digital engagement, community celebrations and retail activations. The campaign brought together multiple consumer touchpoints to make Halloween more interactive while strengthening Chupa Chups’ association with the occasion.
At the heart of the campaign was the limited-edition Halloween Trick or Treat pack from the Chupa Chups “Meet The Creeps” collection, featuring Chupa Chups Bites, Belt and lollipops in an occasion-led format. The packs were available through the retail rollout, with modern trade and Blinkit availability also being worked through. Consumers purchasing the Trick or Treat pack in select cities during the campaign period could scan the QR code to access an interactive Scan & Play game and stand a chance to win exclusive Chupa Chups Halloween merchandise. Complementing the digital experience, dedicated society activations brought the celebration into residential communities through festive dressing, themed activity booths, interactive experiences and Chupa Chups goodies, offering children and teens opportunities to participate in the Halloween festivities.
Speaking on the campaign launch, Gunjan Khetan, Director – Marketing, Perfetti Van Melle India, said, “Halloween is increasingly becoming a fun and engaging occasion among young consumers in urban markets. We saw this as an opportunity to bring alive our playful brand world in a way that was relevant to how kids and teens celebrated at the time. Through our Halloween offerings, we created more reasons for consumers to engage with the brand during the season.”
Extending the campaign across retail and e-commerce, Chupa Chups collaborated with Blinkit for a 360-degree Halloween campaign combining exclusive offerings, digital visibility and consumer engagement. The limited-edition Chupa Chups Halloween pack registered 4X growth compared with the previous year during the campaign period, highlighting the potential of occasion-led offerings. The collaboration enabled consumers to discover the Halloween range conveniently while bringing the brand’s playful identity to an emerging consumption occasion. In modern trade, Chupa Chups also created an interactive Experience Zone at LuLu Mall, Rajajinagar, Bengaluru, offering children a fun, spooky Halloween experience and the opportunity to explore and pick their favourite products from the Chupa Chups range. The activation extended the campaign beyond digital discovery, bringing the brand closer to families through an immersive, in-person retail experience.
Commenting on the campaign, Darshan Bhatia, Sales Director, Perfetti Van Melle India, said, “At Perfetti Van Melle, we see strategic retail collaborations as a key lever to create new consumption occasions and drive category growth. Our collaboration with Blinkit allowed us to bring the Chupa Chups Halloween range to consumers. Together with Blinkit, we built an integrated activation that combined the exclusive pack with strong platform visibility in helping drive discovery and conversion for the Chupa Chups Halloween range. The campaign highlights how occasion-led innovation can accelerate sales, expand category participation, and strengthen consumer engagement.”
Anish Shrivastava, Senior Vice President, Revenue, Blinkit, added, “Halloween naturally lends itself to fun, discovery and playful experiences. Our collaboration with Chupa Chups brought this spirit to life on the platform through distinctive Halloween-themed creatives and exclusive offerings designed to make the celebration more exciting for customers. Collaborations like these help us create relevant and engaging experiences around occasions that matter to consumers, while making it easier for them to discover products suited to the moment.”
Senior Spokesperson, LuLu Mall, Rajajinagar, Bengaluru, added, “As we continue to expand our engagement with shoppers, it is important to create new and meaningful experiences around occasions that resonate with them. Our collaboration with Chupa Chups brought a playful Halloween experience to the mall, giving children and families an opportunity to participate in the celebration while discovering the brand’s product range. Such experiences help make shopping more interactive and memorable for our visitors.”
Through this integrated Halloween campaign, Chupa Chups brought together product innovation, digital discovery, community participation and immersive retail experiences. By tapping into an emerging seasonal occasion through relevant consumer touchpoints, the brand aimed to create memorable experiences for kids, teens and families while strengthening its engagement with consumers across channels.
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 differentiated consumer experiences across age groups. PVMI’s extensive distribution footprint spans 6 million outlets across India and the manufacturing facilities are in Manesar (Haryana), Rudrapur (Uttarakhand) and Karanaipuducherry (Chennai). 31 years since its inception, Perfetti Van Melle’s power brands like Center Fresh, Centerfruit, 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. 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 four pivot areas of sustainability – education, skilling, water conservation and environment. PVMI is a fully owned subsidiary of the global confectionary conglomerate Perfetti Van Melle, headquartered in Amsterdam.
