Boomer rides humour with ‘Phat li’ prank

Boomer, a bubble gum brand from Wrigley India, has rolled out a campaign with tagline ‘Phat li’. The campaign conceptualised by DDB Mudra went on air on 1 April.

The film features a group of three friends entering a club. Before they enter, two of them open a Boomer pack and chew their gum as they pass though security gate. Their friend isn’t able to pass through as the security alarm goes off repeatedly. Each time, he removes a piece of clothing or accessory, until he is left with just his shorts. Luckily for him, his friends reveal that it is not the alarm but they who have been creating the alarm-like sound using their mobile. The film ends with logo and tagline, ‘Phat li, Boomer’.

Deepak Iyer, MD, Wrigley India, said, “Recognising that the category isn’t limited to any one age group and on the back of an industry showing robust year-on-year growth, we felt that there was a need to expand the category and include more consumer groups in our communication. The new Boomer campaign is set to take the element of fun to the next level.”

Abhinandan Jain, brand manager, Boomer, Wrigley India, said, “I am very excited as Boomer moves on to the next level. The change in positioning is a result of extensive consumer research and we are positive that our new campaign will resonate well with our consumers.”

Sonal Dabral, chief creative officer and chairman, DDB Mudra Group India, added, “The brand Boomer is about mischief and male camaraderie. Harmless mischief strengthens the bond of friendship, it makes moments spent together memorable and into tales to be told for a lifetime. The type of good humoured tricks is also consciously kept in a restorative fun zone where the revelation leads to greater bonding amongst friends. This is the kind of story this film tells. With its deep insight, upbeat and catchy music and fun execution, I'm sure this film will be loved by our target audience and will help them make friends with the brand.”

Credits

Client: Wrigley India

Creative agency: DDB Mudra Group

Chairman and chief creative officer: Sonal Dabral

President: Vandana Das

Creative head, North: Sambit Mohanty 

 Associate creative director: Ritu Sinha

Creative group head: Eman Bose

 Account management

Sr. vice president: Radhika Das

Manager: Santanu Ghatak

Executive: Sanchit Ahluwalia

Account planning

National strategic planning head: Aditya Kanthy

Vice president: Arun Sharma

Manager: Varun Kalkal

Production house: QED Films

Director (film): Abhijit Chaudhuri ‘Dadu’

Executive producer: Arindam Mitra

Senior producer: Daniel Varghese