Mars Wrigley India has launched the all-new Boomer Lollipop, marking the iconic chewing gum brand’s bold entry into the ₹800-crore lollipop segment. With a legacy of over 31 years, Boomer aims to shake up a category often seen as childish by infusing it with a modern, youth-driven attitude.
The Boomer Lollipop, available in Strawberry, Orange, and Watermelon flavours, is backed by a powerful campaign centered on self-expression and individuality. Cricket star Jasprit Bumrah fronts the campaign, bringing his calm confidence and swag to the brand message — a stand against bullying and a celebration of personal style. The accompanying TVC, set on a cricket pitch, shows how a Boomer Lollipop boosts confidence and flips the script on intimidation, with Bumrah narrating in his trademark style.
Kolkata, known for its appetite for nostalgic yet trendy treats, the Boomer Lollipop has already sparked curiosity among young consumers and local retailers alike. Trade insiders expect strong traction, with Boomer’s legacy giving it a competitive edge in a crowded space. Made at Mars Wrigley’s Baddi plant, the product reinforces the brand’s commitment to local innovation for Gen Z tastes and preferences, heralding a flavour-packed new era for Boomer.
