Indian cricket sensation Jasprit Bumrah is once again proving his “Boom-rah” power, this time off the pitch, in Boomer’s latest high-energy television commercial. The new campaign, launched by Mars Wrigley India, features the ace pacer transforming a moment of on-field pressure and ‘boos’ into a wave of ‘cheers’ and confidence, all thanks to a Boomer gum.
The TVC, crafted by DDB and Essence Mediacom, is set during a thrilling cricket match where Bumrah is fielding near the boundary. As a hostile section of the crowd begins to boo and tease him, Bumrah calmly pops a Boomer gum, blows a signature bubble, and instantly, the narrative flips. The initial ‘boos’ morph into enthusiastic shouts of “BOOOOOOO-MRAHH BUMRAH!”, showcasing how Boomer can inject confidence and turn any challenging situation into a winning one.
This new advertisement aims to redefine bubble-blowing not just as a fun act, but as a statement of self-expression, swag, and individuality for the new generation. It follows the recent successful launch of Boomer Lollipops in three vibrant flavors – Strawberry, Orange, and Watermelon – which also feature Bumrah as the brand ambassador, championing messages against bullying and promoting individuality.
Nikhil Rao, Chief Marketing Officer, Mars Wrigley India, commented on the campaign, stating, “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, Chief Creative Officer, DDB Mudra Group, added, “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 TVC beautifully intertwines Bumrah’s calm demeanor and on-field prowess with Boomer’s playful and confident brand persona, promising to resonate deeply with both long-time fans and a new generation of consumers. Manufactured at Mars Wrigley’s Baddi facility in India, the campaign underscores Boomer’s commitment to local innovation and its enduring appeal in the Indian market.
Key Highlights:
- Jasprit Bumrah stars in Boomer’s new TVC, where he turns crowd ‘boos’ into ‘cheers’ by chewing Boomer gum and gaining confidence.
- The campaign, developed by DDB and Essence Mediacom, promotes Boomer as a symbol of self-expression, swag, and individuality for the new generation.
- This TVC follows Boomer’s recent launch of lollipops, also featuring Bumrah as brand ambassador, reinforcing the brand’s message against bullying and for confidence.
- Mars Wrigley India aims to reclaim Boomer’s legacy in India’s gum culture and connect with Gen-Z through this high-energy campaign.