Mars Wrigley India has introduced a new campaign for its gum brand Boomer, featuring Indian cricketer Jasprit Bumrah. Developed by DDB Mudra Group, the campaign highlights bubble-blowing as a gesture of confidence and individuality.
Set during a cricket match, the television commercial shows Bumrah fielding near the boundary while facing boos from a section of the crowd. He begins chewing Boomer gum and blows a bubble, after which the crowd's chants change to “BOOOOOOO-MRAHH... BUMRAH.”
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 campaign follows the recent launch of Boomer Lollipops in Strawberry, Orange, and Watermelon flavours. The brand is expanding beyond gum while retaining its core identity.
