Boomer Campaign: Bumrah’s Swagger & a Missed Mark
- Mars Wrigley India is banking on a fresh advertising push for its iconic Boomer chewing gum, tapping Indian cricket star Jasprit Bumrah as its brand ambassador.
- As Bumrah fields near the boundary, heckling fans turn into roaring supporters after he calmly chews Boomer, blows a bubble, and exudes an aura of cool confidence.
- nikhil Rao, chief marketing officer at Mars Wrigley, said Boomer has always been a trendsetter in India's gum market.
Jasprit Bumrah steps up as the face of Boomer‘s latest ad campaign, redefining what it means to be confident. The focus? bubble-blowing as a badge of honor. The commercial spotlights a tense cricket match, transforming hecklers into supporters through Bumrah’s cool demeanor and a piece of chewing gum. Discover how Boomer is targeting Gen-Z, reminding them that “swag” can come from a simple chew. The article explores the campaign’s strategy, the vision of Mars Wrigley India and highlights the introduction of new lollipop flavors. This is a move from India’s well-known chewing gum. Read the full story from News Directory 3 to understand the nuances of the campaign’s impact. Discover what’s next …
Jasprit Bumrah’s Swag: New Boomer Ad Campaign Emphasizes Confidence
Updated June 17, 2025
Mars Wrigley India is banking on a fresh advertising push for its iconic Boomer chewing gum, tapping Indian cricket star Jasprit Bumrah as its brand ambassador. The campaign aims to redefine bubble-blowing as a symbol of self-assurance and individuality for today’s youth.
The television spot unfolds during a tense cricket match. As Bumrah fields near the boundary, heckling fans turn into roaring supporters after he calmly chews Boomer, blows a bubble, and exudes an aura of cool confidence. The ad illustrates how Boomer can transform challenging moments into triumphs.
nikhil Rao, chief marketing officer at Mars Wrigley, said Boomer has always been a trendsetter in India’s gum market. The new campaign, he said, seeks to remind Gen-Z that true confidence can be as simple as the “swag you get from chewing a gum.”
Rahul Mathew, CCO of DDB Mudra Group, noted Boomer’s iconic status and chant. The ad campaign,he said,provides an prospect to give both the brand and the chant a new attitude,with Bumrah as the perfect face.
What’s next
Building on the brand’s momentum, Boomer has also introduced new lollipop flavors, including strawberry, orange, and watermelon, expanding its product line while maintaining its playful brand identity.