Chupa Chups and Zepto collaborate to bring “Childlike Fun” this Holi

Holi is perhaps the only festival where the world collectively refuses to grow up, and Perfetti Van Melle’s Chupa Chups, a brand built on the “child in all of us”, tapped into that spirit with a playful, high-energy activation at Worldmark Gurgaon. Executed in partnership with quick-commerce giant Zepto, the campaign turned a routine mall visit into a moment of pure, uninhibited joy. 

The core of the activation was a clever, interactive OOH installation designed to catch visitors off-guard. People were invited to step onto a designated platform, only to be unexpectedly sprayed by a giant pichkari (water gun). The surprise mimicry of classic Holi mischief transformed the space into a playground, forcing participants to break away from their “adult” composure and embrace the messy, meditative fun of the festival. 

As a reward for their spontaneity, every participant received a Chupa Chups candy at the end of the experience. The activation perfectly married the brand identities of both partners: the “forever fun” ethos of Chupa Chups and the instant gratification provided by Zepto. By moving beyond traditional billboards and creating a physical, sensory experience, the campaign successfully reminded consumers that Holi isn’t just a holiday, it’s an opportunity to return to the simplicity of childhood.