Mars Wrigley India has rolled out a new campaign for Boomer, the iconic gum brand. Featuring Indian cricketer Jasprit Bumrah, the latest TVC puts the spotlight back on bubble-blowing, not just as a fun act, but as a statement of confidence, swag, and individuality for a new generation.
It is set during an exciting cricket match where Bumrah is fielding near the boundary when a few fans start booing and teasing him. He quietly chews a Boomer gum, blows a bubble, and everything changes. The boos quickly turn into cheers: “BOOOOOOO-MRAHH… BUMRAH!” The ad shows how Boomer adds that cool, confident vibe, turning any tough moment into a winning one. The TVC shows a fun and powerful moment.
While commenting on the campaign, Nikhil Rao, Chief Marketing Officer of 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”
“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,” added Rahul Mathew, CCO, DDB Mudra Group.
