Mars Wrigley India has taken a bold leap into the ₹800 Cr lollipop segment with the launch of Boomer Lollipop—a playful and punchy extension of its iconic chewing gum brand. Known for its fun-loving and youthful vibe, Boomer is now adding its signature style to the lollipop category, often seen as too childish to be cool. Not anymore.
Boomer Lollipops
The new Boomer Lollipop comes in three vibrant and fruity variants—Strawberry, Orange, and Watermelon—each designed to appeal to the bold tastes and expressive personalities of Gen Z. The brand isn’t just about flavor; it’s about confidence, individuality, and challenging outdated perceptions.
Jasprit Bumrah Brings the Swag
Leading the campaign is cricketer Jasprit Bumrah, who embodies calm confidence and effortless swagger—exactly the traits Boomer wants its new lollipop to reflect. Whether it’s on the pitch or in life, the brand message is clear: when you enjoy a Boomer Lollipop, your swagger speaks for itself.
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Campaign Concept: Flip the Script
The launch campaign, developed by DDB and Essence Mediacom, plays out on a cricket ground where a young player faces a hostile crowd. Just when things seem tense, a Boomer Lollipop enters the scene—flipping the script with a fun, swag-filled vibe. Narrated by Bumrah himself, the film drives home a feel-good message: you can handle anything with a little flavor and a lot of self-belief.
More Than Just Candy: A Stand Against Bullying
Boomer’s message goes beyond taste and trends. The lollipop is positioned as a symbol of self-expression and confidence, challenging peer pressure and standing up against bullying. It’s a sweet treat with a strong voice, encouraging youth to be unapologetically themselves.
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A Launch That Stands Out
According to Nikhil Rao, Chief Marketing Officer of Mars Wrigley India, the lollipop launch isn’t just about a new product—it’s a movement. “Boomer has stood for everything fun and strawberry at its core. With Bumrah’s personality and a powerful campaign, we’re reimagining what a lollipop can stand for today.”
From trade partners to in-store visibility, every touchpoint has been carefully crafted to make Boomer Lollipop unmissable—on the shelves and in culture.
Conclusion
Boomer Lollipop is not just another addition to the candy rack. With bold flavors, a bold message, and Bumrah at the helm, it’s out to change the way India looks at lollipops—infusing them with a punch of swag and a whole lot of attitude. Keep your eyes (and tastebuds) open. The game just got sweeter.
