Boomer pulls one on All Fools Day!

The 'Phat Li' campaign, created by DDB Mudra, also signals the change in positioning for the bubble gum brand

BestMediaInfo Bureau | Mumbai | April 2, 2014

Click on the image to watch the TVC.

All Fool's Day is the perfect time to play pranks and get away easy, or so think the people behind Boomer's new 'Phat Li' campaign. Conceptualised by DDB Mudra, the campaign shows Boomer as part of the fun and mischief that the youth of today have, especially on All Fool's Day. Appropriately, the TVC hit the screens yesterday.

The name of the campaign 'Phat Li' comes from the sound' phat' of the bubble gum bursting. In informal Hindi, 'phat li' also denotes pulling a gag.

Deepak Iyer, Managing Director, Wrigley India, said, “Recognising that the category isn't limited to any one age group and on the back of an industry showing robust year-on-year growth, we felt that there was a need to expand the category and include more consumer groups in our communication. The new Boomer campaign is set to take the element of fun to the next level.”

The 30-second TVC is a welcome change from earlier campaigns which were also centred on children enjoying the popular bubble gum. But with this new campaign, they take the product to a new target audience – the youth.

Abhinandan Jain, Brand Manager, Boomer, Wrigley India, commented, “I am very excited as Boomer moves on to the next level. The change in positioning is a result of extensive consumer research and we are positive that our new campaign will resonate well with our consumers.”

The TVC opens with a group of three young boys entering a disco. While two of them pass through the metal detectors at the gate, the third one is stopped by a beep. The bouncers ask him to remove his jacket and proceed. However, the alarm rings again. This time he removes his watch. This goes on till he is left only in his underwear. It is only then that we realise that his friends were pulling one on him, and playing the alarm tone from their cellphones! The embarrassed friend signals that he is going to kill them, and all of them joke about the prank.

Sonal Dabral

Sonal Dabral, Chairman & Chief Creative Officer, DDB Mudra Group, said, “The brand Boomer is about mischief and male camaraderie. Harmless mischief strengthens the bond of friendship, it makes moments spent together memorable and into tales to be told for a lifetime. The type of  good humoured tricks is also consciously kept in a restorative fun zone where the revelation leads to greater bonding among friends. This is the kind of story this film tells. With its deep insight, upbeat and catchy music and fun execution, I'm sure this film will be loved by our target audience and will help them make friends with the brand.”

Apart from television, Boomer would also engage in various marketing programmes to make 'Phat Li' the new lingo for clean, mischievous tricks.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Boomer

Creative Agency: DDB Mudra

Chief Creative Officer: Sonal Dabral

President: Vandana Das

Creative team: Sambit Mohanty, Ritu Sinha, Eman Bose

Account Management: Radhika Das, Santanu Ghatak, Sanchit Ahluwalia

Account Planning: Aditya Kanthy, Arun Sharma, Varun Kalkal

Director: Abhijit Chaudhuri 'Dadu'

Production House: QED Films

Executive Producer: Arindam Mitra

Senior Producer: Daniel Varghese

Sohini.Sen@BestMediaInfo.com

Info@BestMediaInfo.com