Mars Wrigley India has made a strategic entry into the ₹800 crore lollipop category with the launch of Boomer Lollipop, expanding the legacy of its iconic gum brand. Aimed at Gen Z, the lollipop comes in three punchy flavours—Strawberry, Orange, and Watermelon—designed to infuse a segment often viewed as “kiddy” with boldness, individuality, and fun.
Backed by a high-energy campaign and a television commercial narrated by brand ambassador Jasprit Bumrah, the launch positions Boomer Lollipop as a symbol of confidence and self-expression. The TVC, set on a cricket ground, showcases how the product empowers youth to counter peer pressure and bullying with swag and positivity.
According to Nikhil Rao, CMO, Mars Wrigley India, the launch builds on Boomer’s strong brand equity and is supported by impactful trade visibility and a vibrant media campaign created in collaboration with DDB Mudra and Essence Mediacom.
In Kolkata, which blends nostalgia with youth-driven snacking trends, Boomer Lollipop has generated enthusiasm among retailers and young consumers. Local distributors expect the product’s familiar branding and bold flavours to resonate well, boosting front-of-store visibility and shelf turnover Manufactured at the company’s Baddi facility, the launch reflects Mars Wrigley’s commitment to Indian innovation and youth-centric snacking solutions.
