Tag: Mars Wrigley

India – Mars Wrigley India has collaborated with marketing agency DDB Tribal on its newest television commercial campaign for its 25-year-old fruity bubblegum brand, BOOMER. 

The new campaign is built on the brand’s theme of creating little moments of fun and its jingle, ‘BOOM BOOM BOOMER’, evolving its humorous essence to ‘Har pal fun kar, Boom Boom Boomer! ’ but with a spooky twist. 

The digital film highlights the brand’s humor combined with a little eeriness and features the calm and composed star pacer Jasprit Bumrah, also referred to as ‘Boom Boom Bumrah’ for his bowling, to provide a haunting yet hilarious television commercial. 

The film is available on TV and digital platforms in eight languages, including Hindi, Bengali, Gujarati, Kannada, Malayalam, Marathi, Tamil, and Telugu. 

Announcing the latest collaboration, Varun Kandhari, director of marketing and customer marketing, at Mars Wrigley India, said, “With over 25 years in India, Mars Wrigley’s BOOMER® is a legacy brand that has been holding a strong sense of nostalgia among Millennials and Gen-X consumers for decades. Through this new collaboration with one of the finest cricketing talents of India, Jasprit Bumrah, the brand aims to inspire moments of happiness in the brand loyalists and attract the Gen-Z audience by showcasing BOOMER® as the preferred indulgent gum.”

Expressing his excitement about the collaboration, Jasprit Bumrah adds, “Teaming up with such an iconic brand brings back incredible childhood memories and takes me down memory lane. From playing with friends to representing India on the international platform, BOOMER® has been my constant companion. Through this latest TVC, the brand perfectly captures moments of joy that it has been adding to our lives for years and delivers a fun-filled experience to the audience.”

Speaking on the latest campaign, Iraj Fraz, creative head at DDB Tribal, also said, “BOOMER® isn’t just chewing gum; it’s a hack to unlocking unlimited fun. Hence, the brand platform of ‘Har Pal Fun Kar’. This is an extraordinary story of Boom-Boom-Bumrah turning a scary moment into hilarity, starring in a supporting role a never-seen-before creature imagined by Director Sukriti Tyagi in collaboration with the Mars and DDB teams. The campaign is building a world of ‘anytime fun,’ and BOOMER® fans will interact with a lot of fresh and amusing content featuring India’s favorite seamer, Jasprit Bumrah.”

Jakarta, Indonesia – Digital-first agency Lion & Lion has been appointed as the regional digital and social partner for Mars Wrigley’s Doublemint brand, which will be driven by Lion & Lion Indonesia, covering several key markets for the brand in SEA, namely Malaysia, Thailand, and the Philippines. 

In line with the brand’s strategy for the region, Lion & Lion will be responsible for the development and execution of a new activation for Doublemint that will serve to heighten brand awareness and conversion amidst the impact of COVID-19. 

Called ‘The Freshest Lick’, the new activation aims to spread Doublemint’s brand of freshness on digital and social by gamifying the act of sharing gum and mints with friends. 

Michael Panjaito, Lion & Lion Indonesia’s creative group head, shared that to expand their presence and resonate with their post-pandemic gen-z audience on a deeper level, they created a digital brand experience hinging on moments of togetherness with a Play-to-Earn format. 

“The more Doublemint gum players share with their friends in ‘The Freshest Flick’, the fresher rewards they earn together, thus creating a purposeful social connection across a virtual space,” said Panjaito.

Meanwhile, Cheelip Ong, Lion & Lion’s regional chief creative officer, noted that as a creatively-driven, digital-first micro-network with their footprints across SEA, they were able to effectively launch the gamification experience with entertaining localised content for Doublemint across Malaysia, Philippines, and Thailand.

“We thank the client for trusting our ideas and approach in creating a digital experience that makes the sharing of virtual mints possible,” said Ong.

Samuel Fung, Mars Wrigley’s brand manager for Asia, commented, “We are delighted to work with Lion & Lion as our digital and social partner as their fresh approach to driving relevance for our brand aligns perfectly with our objective of making everyday moments more meaningful. We’re also excited to see the campaign come to life and how consumers can have an immersive experience on The Freshest Flick website.”

In February 2022, Lion & Lion has also been appointed as the digital and social media marketing partner of ASEAN fintech company BigPay, which is under AirAsia, for its Malaysia and Singapore markets.