Mars Wrigley India has launched a new ad campaign for Boomer, its iconic chewing gum brand that has led the bubble-blowing segment in India for over three decades, featuring ace Indian pacer and brand ambassador Jasprit Bumrah.
The recent TV commercial re-emphasizes bubble-blowing as a statement of confidence, swagger, and originality for a new generation, rather than simply a pleasant act. After all, in a society where everyone strives to fit in, Boomer shows us that owning your moment can be as simple as blowing a bubble.
Set during a thrilling cricket match, the TV commercial depicts a joyful and emotional moment. Jasprit Bumrah is fielding on the boundary when a few fans begin yelling and taunting him. He peacefully chews some Boomer gum, blows a bubble, and everything changes. The booing rapidly change to cheers: “BOOOOOOO-MRAHH… BUMRAH!” The advertisement demonstrates how Boomer provides that cool, confident aura, transforming any difficult situation into a winning one.
Nikhil Rao, Chief Marketing Officer, Mars Wrigley, said, “Boomer has always been at the forefront of India’s gum culture. For decades, we’ve set the trends from being the first to make bubble-blowing cool to now redefining it for a new generation. This campaign is about reclaiming that legacy and reminding Gen-Z that confidence isn’t about being loud; sometimes, it’s as simple as the swag you get from chewing a gum”
Rahul Mathew, CCO, DDB Mudra Group, said, “Boomer is an iconic brand with an iconic chant. This was our opportunity to give both the brand and the chant a new attitude with Boomer Bubblegum. And who better to be the face of all this than Bumrah or should I say Boom-rah.”
The TV commercial builds on the brand’s recent success with the debut of Boomer Lollipops in strong flavours such as Strawberry, Orange, and Watermelon. Boomer is growing beyond gum while remaining loyal to its humorous, daring nature.
