Jasprit Bumrah revives Boomer Gum with its Signature Swagger

Boomer, the iconic gum brand, has led the bubble-blowing game in India for over three decades. Now, DDB Mudra Group brings back the booming bubble-blowing moments with swagger in Boomer’s new TVC.

With a bold new campaign for Boomer, Mars Wrigley India has reshaped the whole gum category industry. In the latest ad, Boomer reminds us that owning your moment can be simple and easy, just like blowing a bubble.

Featuring the ace Indian cricket spinner Jasprit Bumrah, the TVC once again spotlights the bubble-blowing, not just for a fun act, but marking a statement of confidence, swag, and originality for a new generation. Boomer reminds us that in a world where everyone is trying to prove and find a place, own your moment effortlessly, like blowing a bubble.

The Ad Commercial

The TVC features a fun and powerful moment during an exciting cricket match. Bumrah is fielding close to the boundary line when a few fans start sledging and mocking him. He ignores at first, then quietly chews a Boomer gum, blows a big bubble, and turns the tables. The boos immediately turn into cheers: “from BOO to BOOMRAHH… BUMRAH!” The ad demonstrates how Boomer adds that cool, confident vibe and turns the tough moment into a winning one. Mockers turn fans, and Bumrah wins the battles against the bullies.

You can watch the ad here: 

https://youtube.com/watch?v=03Tu7hJLDlo&feature=shared

Nikhil Rao, Chief Marketing Officer at Mars Wrigley, said, “Boomer has always been at the forefront of India’s gum culture. For ages, we’ve set the trends from being the first to make bubble-blowing cool to now redefining it for the new generation. This campaign reclaims that legacy and reminds Gen-Z that confidence is not about being loud, but sometimes, it is as simple as the swag you get from chewing a bubble gum.”

Rahul Mathew, CCO, DDB Mudra Group, stated, “Boomer is an iconic brand with an iconic chant. This was our opportunity to give both the brand and the chant a new attitude with Boomer Bubblegum. And who better to be the face of all this than Bumrah, or should I say Boom-rah.”

 The Insights

The commercial adds to the brand’s recent momentum, following the successful launch of Boomer Lollipops in bold new flavours like Strawberry, Orange, and Watermelon. Though Boomer is expanding beyond gum, it continues to stay in its original character of a playful, fearless identity.

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