Mars Wrigley’s Boomer Lollipop Gets Bumrah‑Powered Swagger
Mars Wrigley India reinvents its Boomer brand with lollipops starring Jasprit Bumrah, blending youthful swagger, playful confidence, and a swagger‑boosting cricket‑ground TVC.
Prakhar
Mars Wrigley India has entered the ₹800 cr lollipop category with its Boomer Lollipop, featuring cricket superstar Jasprit Bumrah in a campaign by DDB and Essence Mediacom that injects swagger and self‑expression into what was once a “kiddy” segment.
Boomer’s Bold New Twist
Mars Wrigley India has launched Boomer Lollipop to redefine the lollipop market often deemed childish.
The ₹800 cr category is dominated by chewing gums, and Boomer’s move brings its signature vibe to a new segment.
Jasprit Bumrah serves as brand ambassador, lending his cool confidence to the product’s youthful positioning.
DDB and Essence Mediacom crafted the campaign, ensuring a seamless fusion of cricket iconography and candy‑shop fun.
A Cricket Ground Comes Alive
The TVC is set on a cricket pitch, where a young player finds his swagger vanishing mid‑match—until he unwraps a Boomer Lollipop and rediscovers his confidence with Bumrah‑style flair.
Cinematic slow‑mo highlights the lollipop’s pop and the player’s renewed self‑assurance, mirroring Bumrah’s on‑field composure.
The ad underscores self‑expression and individuality, key themes for Gen Z and young millennials craving authenticity in brand storytelling.
From Gum to Lollipop: Market Impact
With over 31 years of gum heritage, Boomer taps deep youth equity to launch its lollipop variant—Boomer Lollipop—aiming to reshape consumer perceptions in the ₹800 cr market segment.
Early buzz indicates strong social‑media engagement, with fans posting #BoomerSwagger unboxing videos and tagging Bumrah for a chance to win signed merchandise.
Retailers in key metros report sell‑outs of initial batches within days, validating Boomer’s category leap.
Behind the Scenes with Bumrah
Beyond on‑screen swagger, the brand film’s BTS reels feature Bumrah sharing lighthearted moments—tasting lollipop flavours, teasing cameo appearances, and interacting with young fans on set.
These candid clips drive digital engagement, with Instagram Reels surpassing benchmarks for campaign content in the confectionery space.
The Sweet Taste of Success
By pairing Boomer’s playful legacy with Bumrah’s cricket‑ground cool, Mars Wrigley sets a new standard for candy marketing—one where confidence is the ultimate flavour.
