Boomer, the bubblegum brand, has launched a new digital campaign starring actor Radhika Madan, and has also introduced its new Blueberry flavour.
With a history of over 25 years and known for its ‘Boom Boom Boomer’ jingle, Boomer from the Mars Wrigley portfolio, continues to be a favourite across generations for many consumers.
The new Boomer Blueberry variant is in addition to the portfolio which currently includes Boomer Strawberry, Boomer Jelly and Boomer Burst.
The digital film captures the wacky and humorous essence of the brand, bringing to life the tag line, ‘Boomer! Bubble itna badaa ki dunya par chaa jaaye!’. With a common theme of exaggeration, which is ‘stretched’ like a bubblegum, the film is playful and vibrant, and promises to be a delight for consumers.
The film opens with Madan sitting in a parking lot bench, wearing headphones and enjoying a Boomer. She begins to blow a bubble which slowly starts growing bigger and bigger and starts to push a car that is parked close by.
Following this bizarre event, the bubble continues to grow continuously, until the entire planet is engulfed in a sea of pink. The film shows Madan amazed at what she has done, as everything around her looks vibrant and magical. The film ends with the voice over – “Boomer! Bubble itna badaa ki dunya par chaa jaaye!”
Varun Kandhari, Marketing Director, Mars Wrigley, India, said, “Boomer is a legacy brand for us at Mars Wrigley that has over the years become a favourite for our consumers in India. Building on the keen sense of nostalgia attached to the Millennials and Gen-X and to also recruit the Gen-Z Fruity gum consumers to Boomer, we have introduced a new flavour that is fruity, quirky and tastes like childhood. With the launch of Boomer Blueberry, we aim to bring more innovation in the gums category with a unique twist to a brand that consumers have always loved.”
As a part of the digital campaign, Mars Wrigley will collaborate with 750+ influencers to build resonance for the newly launched BOOMER® Blueberry and launch a special Boomer Instagram filter giving consumers the opportunity to create their biggest Boomer bubbles online and share them with friends and family on their handles.
Some of the best user generated content created using the filter will also be featured on Boomer’s Instagram handle. Through activations on MX-Takatak, Instagram and other social media platforms, the campaign aims to drive 150+ Million impressions.
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