Mars Wrigley India’s fruity bubblegum brand, Boomer, is back with its latest innovation: Boomer Jelly on Top. This exciting new variant transforms the gum experience by adding the delight of jelly to the classic gum taste. Continuing the brand’s tradition of bringing fun to its consumers in innovative ways, Boomer introduces Jelly on Top with the beloved fruity flavor of strawberry, doubling the fun with every chew.
Accompanying this launch is an engaging TV commercial featuring star Indian pacer Jasprit Bumrah. The ad promises viewers a delightful blend of fun and flavor, staying true to Boomer’s brand promise of enhancing every moment with its unique and enjoyable consumption experience.
The primary packaging of Boomer Jelly on Top boasts a transparent design, showcasing the enticing combination of jelly and gum within, making it visually appealing and irresistible to consumers.
The TV commercial, crafted by DDB Tribal, cleverly captures the essence of Boomer Jelly on Top by showcasing the wobbling effect of the jelly as it merges seamlessly with the soft gum. Viewers are treated to the sight of Indian cricket star Jasprit Bumrah turning a challenging situation into a moment of joy by embracing the playful nature of Boomer Jelly on Top.
Nikhil Rao, chief marketing officer at Mars Wrigley India, expressed his excitement about the new launch, stating, “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.”
Iraj Fraz, creative head, DDB Tribal said, “Our favourite, Boomer is out in a Jelly Bubblegum avatar that’s sure to make everyone say ‘yes’ to 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.”
Boomer Jelly on Top is set to hit store shelves nationwide, offering consumers a deliciously fun way to enjoy their favorite gum. With its innovative combination of flavours and textures, Boomer Jelly on Top aims to become a staple in households across India, bringing smiles and moments of enjoyment to every chew.
The film is available in 8 languages including Bengali, Gujarati, Kannada, Malayalam, Marathi, Tamil, Telugu & Assamese which will be aired on TV. It will also be available on digital platforms.
