Friday, August 25, 2023

Mars Wrigley collaborates with star pacer Jasprit Bumrah for its 25-year-old iconic brand, BOOMER®

 The new campaign builds on the brand’s much-adored jingle, 

BOOM BOOM BOOMER, with a spooky encounter 

National, 25th August 2023: 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.

Enticing Indian consumers’ palettes with its fruity flavors splashed with a tinge of humor for over 25 years, BOOMER® has become a legacy brand in the country. The latest TVC builds on its adored ‘BOOM BOOM BOOMER’ jingle evolving its humorous essence to ‘Har pal fun kar, Boom Boom Boomer!’. Keeping in line with the brand’s theme of creating little moments of fun, the new digital film starring the calm and composed Jasprit Bumrah, gives an exciting twist to a spooky encounter.

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.”

In the TVC, Bumrah, and his teammates leave after a practice session in a frightfully obscure setting. It brings out the eeriness with the sound aesthetics directed in a haunting way yet being a little fun on the side. Playing with catchphrases like– ‘Har pal fun kar, Boom Boom Boomer!', the gripping TVC truly brings you the best attributes of BOOMER® and Bumrah together.

Expressing his excitement about the collaboration, Jasprit Bumrah, who is exclusively managed by RISE Worldwide, adds, “Teaming up with such an iconic brand brings back incredible childhood memories and takes me down memory lane. From playing with friends to representing India on the international platform, BOOMER® has been my constant companion. Through this latest TVC, the brand perfectly captures moments of joy that it has been adding to our lives for years and delivers a fun-filled experience to the audience.”

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.”

The films are available in 8 languages including Hindi, Bengali, Gujarati, Kannada, Malayalam, Marathi, Tamil, and Telugu which will be available on TV. The film will also be available on digital platforms.

Below is the link to the Hindi version of the TVCs.

About Mars:

For more than a century, Mars, Incorporated has been driven by the belief that the world we want tomorrow starts with how we do business today. This common purpose unites our 140,000+ Associates. It is at the center of who we are as a global, family-owned business, and it fuels how we are transforming, innovating, and evolving to make a positive impact on the world.

Every year, our diverse and expanding portfolio of quality confectionery, food, and pet care products and services delight millions of people and supports millions of pets. With almost $45 billion in annual sales, we produce some of the world’s best-loved brands including Ben’s Original™, CESAR®, Cocoavia®, DOVE®, EXTRA®, KIND®, M&M’s®, SNICKERS®, PEDIGREE®, ROYAL CANIN®, and WHISKAS®.  We are creating a better world for pets through nutrition, breakthrough programs in diagnostics, wearable health monitoring, DNA testing, pet welfare and comprehensive veterinary care with AniCura, BANFIELD™, BLUEPEARL™, Linnaeus and VCA™. 

We know we can only be truly successful if our partners and the communities in which we operate prosper. The Mars Five Principles – Quality, Responsibility, Mutuality, Efficiency and Freedom – inspire our Associates to act every day to help create a better world tomorrow in which the planet, its people and pets can thrive. 

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