Black White Orange Brands has been appointed by Perfetti Van Melle as the official licensing agent for Chupa Chups in India.
As part of the mandate, BWO will lead the development and management of Chupa Chups’ licensing programme in the country, extending the brand into multiple lifestyle and consumer product categories. These include apparel, accessories, home décor, personal care and back-to-school segments, among others.
Known for its vibrant identity and globally recognisable logo created by Salvador Dalí in the 1960s, Chupa Chups has evolved into a pop culture icon with multi-generational appeal. The licensing push aims to tap into this strong brand equity, bringing its playful and colourful design language to a wider range of products tailored for Indian consumers.
“We are thrilled to partner with BWO to expand Chupa Chups’ licensing footprint in India and unlock exciting opportunities beyond confectionery. BWO brings a passionate and dynamic team that truly understands the essence of Chupa Chups and what makes the brand so unique. We are confident that India will soon be bursting with color, energy, and positive Chupa Chups vibes,” says Anna Amat, Area Licensing Manager at Perfetti Van Melle.
Adds Mitali Desai, Co-Founder & COO, Black White Orange, “Few brands own indulgence and pop expression the way Chupa Chups does. For us at BWO, the opportunity lies in translating that into a licensing program driven by bold visual storytelling, pop-color palettes, elevated design language and distinctive style guides that feel truly new for India. We’re excited to partner with Perfetti Van Melle & build a portfolio of products that are as iconic, playful and visually striking as the brand itself.”
