Mars Wrigley India has announced the launch of Boomer Lollipop, introducing a new and innovative extension to it. With this launch, Boomer enters the ₹800 crore lollipop category, aiming to infuse its signature playful spirit while redefining a segment traditionally viewed as child-focused.
The launch unveils a flavour-rich lollipop available in three variants—Strawberry, Orange, and Watermelon. Anchored in a campaign that celebrates self-expression and confidence, the brand advocates for individuality and takes a firm stance against bullying, aligning with its progressive values. Leading the initiative is brand ambassador Jasprit Bumrah in the ad film conceptualised by DBB Mudra Group.
Supported by a television commercial, the campaign is set on a cricket field, where a young player confronts a hostile crowd. Just as the pressure appears overwhelming, the Boomer Lollipop provides an unexpected boost of confidence, shifting the mood and empowering the player. Narrated in Jasprit Bumrah’s distinctive style, the story redefines intimidation with a light-hearted tone and a clear message: when you enjoy a Boomer Lollipop, your confidence speaks volumes—and you take control of the game.
Link to the ad campaign:
“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,” said Nikhil Rao, Chief Marketing Officer, Mars Wrigley India.
“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,” Rahul Mathew, CCO, DDB Mudra Group.
