Mars Wrigley India has launched a new campaign, unveiling Boomer Lollipop, an interesting new twist on one of India’s most recognisable gum products, featuring brand ambassador and the ace Indian pacer, Jasprit Bumrah.
Boomer is bringing its trademark mood and excitement to the 800 crore lollipop industry, hoping to reinvent a niche that is sometimes seen as kiddy and silly. With over 31 years of brand equity and a strong connection to today’s youth, Boomer is poised to change the lollipop landscape with its own attitude.
The introduction features a flavor-filled lollipop in three punchy variants: strawberry, orange, and watermelon, each designed to capture the colourful energy of today’s youth. Boomer Lollipop’s campaign, based on self-expression and confidence, advocates for uniqueness and against bullying, reflecting the brand’s progressive principles. Brand ambassador Jasprit Bumrah leads the charge, and his calm confidence and easy style exemplify all the Boomer Lollipop represents.
The campaign, supported by a high-energy TV commercial, takes place on a cricket pitch as a young youngster faces off against a hostile gang. When it appears that the strain is about to break him, the Boomer Lollipop provides an unexpected burst of swag, altering the game and changing the player’s mindset. Narrated in Jasprit Bumrah’s distinctive way, the narrative flips the script on intimidation with a light touch and a clear message: when you enjoy a Boomer Lollipop, your swagger speaks by itself, and you alter the game.
Nikhil Rao, Chief Marketing Officer, Mars Wrigley India, said, “Boomer has stood for everything fun and strawberry at its core, for several generations. We are expanding this equity to the fast-growing segment of lollipops. Accompanying a strong launch in trade we have Jasprit Bumrah lending his brand of fun and swag to Boomer Lollipop. The creative campaign crafted with DDB and Essence Mediacom projects the swag and attitude associated with Lollipops but perhaps lost over the last decade. From the factory to trade and in the media, our associates have added special touches to make this new launch truly unique and carve a space for Boomer at front of store and in people’s minds.”
“It’s always great when you get to work on a brand with such a strong memory structure and a brand ambassador whose name also has an effortless connect to the brand. What we now had to do is bring it all together to give a new attitude to Boomer’s newest format – Lollipop,” said Rahul Mathew, CCO, DDB Mudra Group.
Boomer Lollipop, manufactured in India at Mars Wrigley’s Baddi factory, exemplifies the brand’s dedication to local innovation and providing relevant snacking options for Gen Z. With a countrywide release, it ushers in a new and expressive chapter in Boomer’s heritage, brimming with taste, attitude, and confidence.
