Mars Wrigley India has rolled out a campaign, 'Iss Gum Mein Hai Dum', for Boomer Bubblegum, featuring cricketer Jasprit Bumrah.

Conceptualised by DDB Mudra, the campaign comprises a film. Set during a high-energy cricket match, the film opens with Bumrah fielding near the boundary. As a few fans start booing and teasing him, without saying a word, he pops a Boomer gum into his mouth, chews slowly, and blows a confident bubble. Instantly, the mood shifts and the boos turn into roaring cheers for Bumrah. The ad highlights how Boomer adds effortless cool and confidence, turning pressure into power and transforming any tough moment into a winning one.

What we think about it: The campaign hits the sweet spot between fun and impact. The concept of turning crowd boos into cheers with a bubblegum moment is playful and light.

Nikhil Rao, chief marketing officer, Mars Wrigley, said, “Boomer has always been at the forefront of India’s gum culture. For decades, we’ve set the trends from being the first to make bubble-blowing cool to now redefining it for a new generation. This campaign is about reclaiming that legacy and reminding Gen-Z that confidence isn’t about being loud; sometimes, it’s as simple as the swag you get from chewing a gum.”

Rahul Mathew, CCO, DDB Mudra Group, said, “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.”