Brands
Boom’s the word as Bumrah brings bubble swag back with Boomer gum
MUMBAI: Blowing bubbles has never looked this badass. Mars Wrigley India’s Boomer is stepping up to the crease with a bold new campaign featuring pace ace Jasprit Bumrah and it’s all about popping confidence. In an era of filters and fitting in, Boomer wants Gen Z to know that sometimes all it takes to own the moment is a bit of gum and a whole lot of swag.
Set against the backdrop of a high-energy cricket match, the TVC captures a charged moment where fans begin booing Bumrah as he fields at the boundary. Cool as ever, he pops in a Boomer, blows a bubble and just like that, the jeers turn into roars of admiration: “BOOOOOOO-MRAHH… BUMRAH!” The gum doesn’t just freshen up, it flips the script.
“Boomer has always been at the forefront of India’s gum culture,” said Mars Wrigley chief marketing officer Nikhil Rao. “We’ve made bubble-blowing cool for generations. Now we’re reclaiming that swagger for Gen Z.”
The campaign comes hot on the heels of the launch of Boomer Lollipops in Strawberry, Orange, and Watermelon, a flavourful twist that shows the brand isn’t afraid to venture beyond gum, as long as the fun stays intact.
DDB Mudra Group CCO Rahul Mathew added, “Boomer is an iconic brand with an iconic chant. This was our chance to give both a new edge and who better to bring that than Bumrah? Or should I say Boom-rah.”
With a playful punch of attitude and a bubble of nostalgia, Boomer’s latest move proves the brand still knows how to make noise in all the right ways.
Brands
ITC Sunfeast Farmlite launches Sugar Free Cookies range
New variants offer guilt-free indulgence for health-conscious snackers.
MUMBAI: ITC Sunfeast Farmlite is sweetening the deal for biscuit lovers who want to have their cookie and eat it too without the sugar. The better-for-you biscuits range from ITC Foods has expanded its portfolio with the launch of an all-new Sugar Free Cookies line, aligning with the company’s vision of ‘Help India Eat Better’. The range is designed for consumers who are rethinking sugar in their daily snacking but refuse to compromise on taste and indulgence.
The collection debuts with two tempting variants: Choco Nut Cookies and Hazelnut & Oats Cookies. Both are a source of protein and contain no trans-fat, while the Hazelnut & Oats variant is also lactose-free.
ITC Ltd. vice president (marketing), biscuits, foods division, Suraj Kathuria said, “At Sunfeast Farmlite, we believe mindful snacking should never come at the cost of indulgence. With this launch, we are catering to the growing need for guilt-free snacking while delivering a rich, satisfying cookie experience.”
ITC Ltd. vice president & head of food sciences for foods division Dr Shantanu Das added, “We have applied robust food science to develop cookies that are sugar-free while preserving the taste and texture consumers love.”
Each cookie comes in convenient single-serve packs to maintain texture and freshness. Both variants are available in 100g packs priced at ₹100 and can be found on quick-commerce platforms including Blinkit, Swiggy Instamart, and Zepto.
In a market increasingly leaning towards healthier choices, ITC Sunfeast Farmlite’s new Sugar Free Cookies prove that cutting sugar doesn’t mean cutting joy. For the health-conscious yet indulgent snacker, this could be the perfect bite-sized solution.
