SENTIMENTAL BOOMER CAMPAIGN LAUNCHED BY MARS WRIGLEY-
A series of new TVCs launched by Bubblegum brand, Boomer. With a common theme of exaggerated humor, which is ‘stretched’ like bubblegum, bring to life the tagline ‘Boom macha de’. The three films capture the humorous essence of the brand.
The first film captures two young siblings looking gloomily at their dead pet fish in a fishbowl. While the elder sibling is chewing Boomer, he pops a bubble that causes the dead fish to come back to life. The film ends with a voiceover saying, ‘Boom Macha De’.
The second film shows a young boy watching a mythology-based show, with his grandfather while chewing Boomer. When the bubble pops, the bald grandfather suddenly grows a thick mane of hair and he is visibly bored and blows a bubble to the ‘BOOM BOOM BOOMER’ tune.
In the third film, a muscular guy in a village akhada is flexing his muscles in the mirror, he blows on a bubble that grows bigger and bigger to the signature Boomer tune while he is admiring his strong biceps but as soon as the bubble pops, his muscles deflate and droop down. This leaves him shocked while the film ends with the voiceover ‘Boom macha de’.
Yogesh Tewari, marketing director, Mars Wrigley, said, “With this relaunch, we aim to build the gum category relevance for in-home consumption through the day, which also reflects in the execution of our films – morning, afternoon and evenings. With the tagline of ‘Boom macha de’ and the famous ‘Boom boom boomer’ tune being centered on the concept of nostalgia we are confident that our consumers will enjoy the films as much as they love the product.”
Rahul Mathew, national creative director, DDB Mudra Group, said, “It’s not always that you work on a brand that has such strong and memorable associations. We wanted to make sure that our work reinforces these associations in a way that it appeals to today’s youngsters. And, of course, do it in a way that brings alive the fun and quirky nature of the brand.”
