From Bubble to Pop: Mars Wrigley India Launches Boomer Lollipops
Chennai, 26 May 2025 – Mars Wrigley India has launched Boomer Lollipop, bringing an exciting new twist to one of India’s most iconic gum brands. Boomer is bringing its signature vibe and fun into the 800 Cr lollipop category, aiming to redefine a segment often perceived as kiddy and childish. With over 31 years of brand equity and a deep connection with today’s youth, Boomer is set to reshape the lollipop landscape with its unmistakable vibe.
The launch introduces a flavour-filled lollipop in three punchy variants: Strawberry, Orange, and Watermelon — each crafted to resonate with the vibrant spirit of today’s youth. With a campaign rooted in self-expression and confidence, Boomer Lollipop stands up for individuality and against bullying, echoing the progressive values the brand champions. Leading this charge is brand ambassador Jasprit Bumrah, whose calm confidence and effortless swag reflect everything the Boomer Lollipop stands for.
Backed by a high-energy TVC, the campaign unfolds on a cricket ground where a young player is faced with a hostile group. Just when it seems like the pressure might crack him, the Boomer Lollipop delivers an unexpected surge of swag, changing the game and transforming the player’s vibe. Narrated by Jasprit Bumrah in his signature style, the story flips the script on intimidation with a light touch and a clear message —when you enjoy a Boomer Lollipop, your swagger speaks for itself, and you change the game.
“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.”, said Nikhil Rao, Chief Marketing Officer, Mars Wrigley India.
“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. – Rahul Mathew, CCO, DDB Mudra Group
Made in India at Mars Wrigley’s Baddi facility, Boomer Lollipop represents the brand’s commitment to local innovation and delivering relevant snacking choices for Gen Z. With a national rollout, it marks a new and expressive chapter in Boomer’s legacy — one full of flavour, attitude and confidence.
TVC Link – https://www.youtube.com/watch?v=Cbp9PC8eB5I
About Mars:
For more than a century, Mars, Incorporated has been driven by the belief that the world we want tomorrow starts with how we do business today. This common purpose unites our 140,000+ Associates. It is at the center of who we are as a global, family-owned business, and it fuels how we are transforming, innovating, and evolving to make a positive impact on the world.
Every year, our diverse and expanding portfolio of quality confectionery, food, and pet care products and services delights millions of people and supports millions of pets. With almost $45 billion in annual sales, we produce some of the world’s best-loved brands, including Ben’s Original™, CESAR®, Cocoavia®, DOVE®, EXTRA®, KIND®, M&M’s®, SNICKERS®, PEDIGREE®, ROYAL CANIN®, and WHISKAS®. We are creating a better world for pets through nutrition, breakthrough programs in diagnostics, wearable health monitoring, DNA testing, pet welfare and comprehensive veterinary care with AniCura, BANFIELD™, BLUEPEARL™, Linnaeus, and VCA™.
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