MUMBAI: For over three decades, Boomer has ruled India’s chewing gum turf with its iconic elasticity and fruitiness. Now, the bubble bursts into a stick. On 19 May 2025, Mars Wrigley India launched Boomer Lollipop, a bold foray into the Rs 800 crore lollipop market, aiming to inject a fresh dose of fun, relevance and confidence into a category often dismissed as childish.

The new Boomer Lollipop comes in three punchy flavours — Strawberry, Orange, and Watermelon — crafted to appeal to Gen Z’s expressive spirit. The brand is repositioning the segment as not just a kiddie indulgence but a confident snack that oozes individuality. Tapping into this ethos is cricket star Jasprit Bumrah, whose calm swagger and unflappable poise front the brand's campaign.

The high-octane TV commercial, now live, opens on a cricket field. A young player stands alone, pressured by a hostile gang. Enter Boomer Lollipop. With a pop and a bite, his confidence flips the script, changing the game. Narrated by Bumrah in his trademark cool, the ad delivers a clear message: your swag speaks when you hold a Boomer.

“Boomer has stood for everything fun and strawberry at its core, for several generations. We are expanding this equity to the fast-growing segment of lollipops. Accompanying a strong launch in trade, we have Jasprit Bumrah lending his brand of fun and swag to Boomer Lollipop. The creative campaign crafted with DDB and Essence Mediacom projects the swag and attitude associated with Lollipops but perhaps lost over the last decade. From the factory to trade and in the media, our associates have added special touches to make this new launch truly unique and carve a space for Boomer at front of store and in people’s minds”, said Mars Wrigley India CMO Nikhil Rao.

DDB Mudra Group CCO Rahul Mathew added, “It’s always great when you get to work on a brand with such a strong memory structure and a brand ambassador whose name also has an effortless connect to the brand. What we now had to do is bring it all together to give a new attitude to Boomer’s newest format - Lollipop.”

The lollipops are being manufactured locally at Mars Wrigley’s Baddi facility, reinforcing the company’s commitment to innovation from within India. With a national rollout underway, Boomer Lollipop marks a flavourful, cheeky new chapter in the brand’s long-standing legacy.