Mars Wrigley collaborates with Jasprit Bumrah for BOOMER

Business MInutes

Mars Wrigley India’s oldest and beloved fruity bubblegum brand, BOOMER® is back with an exciting campaign featuring India’s star pacer Jasprit Bumrah. Fondly referred to as ‘Boom Boom Bumrah’ for his bowling, team India’s pace spearhead is the perfect fit for BOOMER® to captivate the hearts of its consumers.

Announcing the latest collaboration, Varun Kandhari, Director of Marketing and Customer Marketing, at Mars Wrigley India, said, “With over 25 years in India, Mars Wrigley’s BOOMER® is a legacy brand that has been holding a strong sense of nostalgia among Millennials and Gen-X consumers for decades. Through this new collaboration with one of the finest cricketing talents of India, Jasprit Bumrah, the brand aims to inspire moments of happiness in the brand loyalists and, attract the Gen-Z audience by showcasing BOOMER® as the preferred indulgent gum.”

Speaking on the latest campaign, Iraj Fraz, Creative Head, DDB Tribal, said, “BOOMER® isn’t just chewing gum; it’s a hack to unlocking unlimited fun. Hence, the brand platform of ‘Har Pal Fun Kar’. This is an extraordinary story of Boom-Boom-Bumrah turning a scary moment into hilarity, starring in a supporting role a never-seen-before creature imagined by Director Sukriti Tyagi in collaboration with the Mars and DDB teams. The campaign is building a world of ‘anytime fun,’ and BOOMER® fans will interact with a lot of fresh and amusing content featuring India’s favorite seamer, Jasprit Bumrah.”


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