Jasprit Bumrah revives the swagger associated with gum via new DDB Mudra and Boomer’s spot

Mars Wrigley India is redefining the gum category with a bold new campaign for Boomer, the iconic brand that has led the bubble-blowing game in India for over three decades. Featuring Indian cricket’s pace sensation Jasprit Bumrah, the latest film – created by DDB Mudra Group – brings the spotlight back to bubble-blowing, not just as a playful act, but as a bold expression of confidence, swag, and individuality for a new generation. In a world where everyone’s trying to fit in, Boomer reminds us that owning your moment can be as effortless as blowing a bubble.

Set during a cricket match, the TVC captures a fun yet powerful moment. Jasprit Bumrah is fielding near the boundary when a few fans start booing and teasing him. Calmly, he pops a Boomer gum into his mouth, blows a bubble—and the mood shifts. The boos transform into cheers: “BOOOOOOO-MRAHH… BUMRAH!” The ad captures how Boomer brings that extra edge of cool and confidence, turning tough moments into triumphant ones.

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”

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

The TVC builds on the brand’s recent momentum, following the successful launch of Boomer Lollipops in bold flavours like Strawberry, Orange, and Watermelon. With this, Boomer is expanding beyond gum, but staying true to its playful, fearless identity.