Mars Wrigley India’s fruity bubblegum brand, BOOMER, reintroduces its latest innovation, BOOMER Jelly on Top. This variant combines jelly with a classic gum taste, aiming to enhance the gum experience. BOOMER introduces Jelly on Top with a strawberry flavour, aiming to double the fun with every chew.
Accompanying this launch, BOOMER plans to release a TV commercial featuring Indian cricketer Jasprit Bumrah, showcasing fun and flavour to viewers. The campaign aims to deliver on the brand promise of ‘Har Pal Fun Kar’ by offering an enjoyable consumption experience.
The primary packaging of BOOMER Jelly on Top features a transparent design, displaying the combination of jelly and gum, appealing to consumers visually.
The TV commercial, conceptualised by DDB Tribal, captures the essence of BOOMER Jelly on Top, highlighting the jelly blending with the gum. Viewers see Jasprit Bumrah using BOOMER Jelly on Top to turn a challenging situation into a joyful moment.
“Since its launch 30 years ago, BOOMER has become synonymous with Bubblegum and Fun. BOOMER Jelly on Top is testimony of the same. This exciting new offering brings together the best of both worlds in a distinctive offering. We are leveraging this distinctive innovation to widen the price pack architecture of the bubblegum market to Rs 2/-. The launch will be supported by a multimedia campaign featuring none other than Boom Boom (Jasprit) Bumrah,” Nikhil Rao, chief marketing officer, Mars Wrigley India, said.
The films are available in 8 languages including Bengali, Gujarati, Kannada, Malayalam, Marathi, Tamil, Telugu and Assamese which will be aired on TV. The film will also be available on digital platforms.
“Our favourite, Boomer is out in a Jelly Bubblegum avatar that’s sure to make everyone say ‘yes’ to the fun. In this edition of the brand’s ‘Har Pal Fun Kar’ campaign, we find Boom-Boom-Bumrah, Boomer’s endorser-in-chief on a gully cricket pitch, tricking the opponent just as he’s known to outsmart the world’s best batters,” Iraj Fraz, creative head, DDB Tribal said.