Mars Wrigley India is expanding its Boomer brand with the launch of Boomer Lollipop.
The launch campaign is fronted by brand ambassador Jasprit Bumrah, who “personifies the product’s core values with his calm, confident persona”. Through this launch, Boomer seeks to engage a new generation of consumers and redefine the way lollipops are perceived in India.
Known for its vibrant and playful identity, Boomer is challenging the traditionally “kiddie” perception of lollipops, aiming to connect with today’s youth through fun, confidence, and self-expression.
Mars Wrigley asserts that with over 31 years of brand equity, Boomer is poised to reshape the Rs 800 crore lollipop market landscape by “resonating with Gen Z’s bold spirit”.
Available in three variants — Strawberry, Orange, and Watermelon — Boomer Lollipop celebrates “individuality and champions a message against bullying”.
A high-energy TVC leads the campaign narrative, set on a cricket field where a young player faces peer pressure. Just as the tension peaks, the Boomer Lollipop triggers a transformation, shifting the atmosphere with a burst of confidence. Narrated by Bumrah, the film flips the script on intimidation, showing how a simple moment of joy can change the game.
Nikhil Rao, chief marketing officer, Mars Wrigley India, said: “Boomer has stood for everything fun and strawberry at its core, for several generations. We are expanding this equity to the fast-growing segment of lollipops. Accompanying a strong launch in trade, we have Jasprit Bumrah lending his brand of fun and swag to Boomer Lollipop.
“The creative campaign crafted with DDB and Essence Mediacom projects the swag and attitude associated with lollipops but perhaps lost over the last decade. From the factory to trade and in the media, our associates have added special touches to make this new launch truly unique and carve a space for Boomer at front of store and in people’s minds,” Rao said.
Rahul Mathew, chief creative officer, DDB Mudra Group, added: “It’s always great when you get to work on a brand with such a strong memory structure and a brand ambassador whose name also has an effortless connect to the brand. What we now had to do is bring it all together to give a new attitude to Boomer’s newest format – Lollipop.”
