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Mars Wrigley launches new Boomer campaign with Radhika Madan

Boomer has launched a new digital campaign with Radhika Madan, as well as a new and exotic Blueberry flavour.

The film portrays the brand’s crazy and funny personality, bringing the tagline ‘BOOMER!’ to life. Itna badaa ki dunya par chaa jaye!’

The film is lively and vivid, with a common theme of exaggeration that is’stretched’ like bubblegum, and promises to be a treat for consumers, much like this newly announced Blueberry variation.

The film opens with Radhika Madan sitting in a parking lot bench, wearing headphones and enjoying a Boomer. She begins to inflate a bubble that gradually grows larger and larger, and she begins to push a car parked nearby aside.

Following this bizarre event, the bubble continues to grow continuously, until the entire planet is engulfed in a sea of pink. The film shows Radhika amazed at what she has done, as everything around her looks vibrant and magical. The film ends with the voice over – “BOOMER®! Bubble itna badaa ki dunya par chaa jaaye!”

Talking about the campaign, Varun Kandhari, Marketing Director, Mars Wrigley, India, said, “BOOMER® is a legacy brand for us at Mars Wrigley that has over the years become a favorite for our consumers in India. Building on the keen sense of nostalgia attached to the Millennials and Gen-X and to also recruit the Gen-Z Fruity gum consumers to BOOMER®, we have introduced a new flavour that is fruity, quirky and tastes like childhood. With the launch of BOOMER® Blueberry, we aim to bring more innovation in the gums category with a unique twist to a brand that consumers have always loved.”

As part of the digital campaign, Mars Wrigley will collaborate with 750+ influencers.

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