Boomer and Bumrah Bring Back the Cool: Chewing Gum Gets Its Swagger Back

Introduction: A Familiar Pop in a New Era

There’s something deeply nostalgic about unwrapping a piece of Boomer chewing gum—the playful stripes, the stretchy sweetness, and that unmistakable pop. For generations of Indian kids, Boomer wasn’t just a candy—it was a symbol of carefree fun.

Now, Boomer is making a bold comeback, and it’s not doing it alone. Enter Jasprit Bumrah—India’s fast-bowling icon and a youth role model—to help the brand relaunch its cool factor. Their new campaign is all about reviving the spirit of fun and freedom associated with gum chewing, bringing in fresh appeal for Gen Z while stirring up childhood memories for millennials.

Why Gum Needed a Glow-Up

The Indian chewing gum market, once flooded with fun and flavourful options like Big Babool, Center Fresh, and Boomer, had lost some of its charm in the last decade. With changing eating habits, rising health concerns, and a shift towards “functional” products, chewing gum slowly lost its youthful positioning.

However, in recent years, there’s been a noticeable resurgence in nostalgic food products. Consumers are increasingly drawn to items that connect them with their past—and Boomer, with its playful branding and vivid colors, fits right into that sentiment. Recognizing this, the brand decided it was time to evolve—without forgetting what made it iconic in the first place.

The Comeback Strategy: Play, Pop, Repeat

Boomer’s latest campaign isn’t just about a new commercial. It’s a full-scale branding revival rooted in three key elements:

• Nostalgic Energy: Bright visuals, familiar bubblegum sounds, and retro aesthetics bring back the essence of Boomer’s early days.

• Youth Culture Integration: Through partnerships with social media influencers, cricketers, and music creators, Boomer aims to insert itself back into daily youth culture.

• Celebrity Endorsement: Jasprit Bumrah leads the charge, embodying both cool composure and playful personality—ideal for Boomer’s redefined vibe.

Meet the Face of the Campaign: Jasprit Bumrah

Known for his calm demeanor, lethal bowling, and clutch performances on the cricket pitch, Jasprit Bumrah is not your typical brand ambassador for a chewing gum. But that’s exactly the point.

Boomer’s campaign celebrates unexpected fun, and Bumrah brings a refreshing contrast. In the latest ad, we see a cooler, cheekier side of the cricketer—still sharp, still intense, but also surprisingly playful. Whether it’s blowing a perfectly timed bubble or using his signature pace to outwit opponents in a gum-themed challenge, Bumrah brings just the right balance of charm and mischief.

His presence bridges generations: he commands respect from older cricket fans while being a certified youth icon for teens and college-goers.

Inside the Ad: Fun Meets Swagger

The TVC opens with a group of young people navigating a tough, stylized scenario—a cricket match with high stakes, where confidence matters just as much as performance. Just when the pressure builds, Bumrah enters the scene, unfazed, blowing a massive bubble and flashing a signature smirk.

With vivid animation, dramatic slow-motion shots, and a techno-inspired jingle, the ad harks back to the classic “Boomer is for fun” days—but with modern flair. The film’s direction uses exaggerated action, stylized camera movements, and bubble-blowing effects to reinforce the message: chewing Boomer isn’t just fun, it’s a statement.

The brand also cleverly plays on Bumrah’s precision by aligning it with the “perfect pop” of gum—fusing his cricketing skill with the art of chewing gum like a boss.

Marketing Beyond the Screen: Digital and Social Push

To ensure this isn’t just a one-off spot, Boomer has launched an integrated digital campaign. The #BoomWithBumrah hashtag is already trending across platforms, with reels, GIFs, and challenges encouraging users to showcase their coolest bubble-blowing moments.

Interactive AR filters and social contests reward users for creativity—whether it’s blowing bubbles to music beats or mimicking Bumrah’s moves from the ad.

On YouTube Shorts and Instagram Reels, influencers from dance, fashion, and even gaming communities are joining in—showing how Boomer is no longer just a product but a lifestyle symbol.

The Message: It’s Cool to Have Fun Again

At the heart of the campaign is a simple message—fun doesn’t need to be complicated. In an era where brands chase hyper-productivity or multi-benefit narratives, Boomer dares to remind people that pure, playful enjoyment is still valuable.

By positioning chewing gum not just as a snack, but as a form of self-expression, Boomer makes the act of bubble-blowing feel rebellious and stylish again.

And with Bumrah, who’s more often associated with discipline and performance, stepping into a whimsical role, the campaign underscores a deeper truth: everyone needs a moment to break free and just enjoy.

Reclaiming Market Share in a Crowded Candy World

Boomer’s challenge isn’t just cultural—it’s commercial. With the rise of sugar-free gums, mints, and even niche candies that promote oral health or focus enhancement, Boomer has to reassert its place as a fun-first product.

But fun sells, especially when packaged right. The pricing remains affordable, and the flavors continue to evoke childhood cravings. By combining nostalgia with new-school style, Boomer is targeting both ends of the spectrum—those who remember it fondly and those who are discovering it fresh.

Why This Campaign Works

1. Relatability:
The campaign’s tone is casual and inclusive. Bumrah isn’t portrayed as a distant celebrity but as someone sharing in the fun.

2. Visual Playfulness:
The use of comic-book style effects, stylized cricket shots, and energetic background scores makes the ad easy to remember and share.

3. Cultural Fit:
By aligning with cricket—India’s unofficial religion—Boomer ensures mass resonance. Pairing the campaign with digital participation makes it even more powerful.

4. Reviving Emotional Value:
Rather than touting gum as a “better breath” solution, Boomer positions it as a joy-giving product. That emotional association goes a long way in consumer recall.

Looking Ahead: What’s Next for Boomer

If this campaign is any indication, Boomer is ready to move from a once-loved legacy brand to a vibrant player in India’s youth marketing landscape. Future campaigns are likely to lean more into pop culture integrations—think animated shorts, music collaborations, and influencer-tied storytelling.

Given the appetite for nostalgia-based marketing, Boomer may also explore limited edition packaging or classic flavor relaunches to bring back even more 90s and 2000s kids into the fold.

With Bumrah’s face leading the charge and digital traction rising, Boomer’s second innings looks promising.

Conclusion: A Bubble Full of Buzz

Boomer’s revival with Jasprit Bumrah at its core isn’t just about candy—it’s about carving out space for joy in an increasingly serious world. By blending style, celebrity influence, and nostalgia with digital-first marketing, Boomer is proving that fun still has a place in India’s evolving taste landscape.