It is an activity nearly everyone likes to indulge in now and then – blowing a bubblegum. Now Wrigley’s bubblegum brand Boomer is out to give this activity a ‘sports’ status with India’s first ever Bubble Blowing Championship. The Championship will give kids in the 8-12 age group a chance to showcase their bubble blowing skills and star in a Boomer TVC.
The event is being executed by PDM India. Conceptualised by Mudra Communications, the Championship will be promoted through a 360-degree initiative, including TVC, print ads and below-the-line activities in schools, residential complexes, market locations and malls.
A press note issued by PDM India quoted Manuj Agarwal, COO, PDM India, as stating, “We are very proud to be partnering Wrigley’s for this interesting concept. This has given us an opportunity to show our creative and execution abilities. Our endeavour has always been to create innovative and relevant concepts for brands and their TG. This is one excellent example of the same.”
Winners of the city auditions will compete on-air to be among the five kids who will eventually star in the TVC. This equity building promotion will unfold with a below-the-line activation across 10 cities – Mumbai, Delhi, Kolkata, Chennai, Bangalore, Hyderabad, Ludhiana, Lucknow, Jaipur and Pune.
Sanjay Shukla, Head – Promotions Division, PDM India, said, “The Wrigley’s Boomer - Bubble Blowing Championship has got tremendous response from Australia, Germany, and many other countries. Its execution in India gives us a platform to showcase our strength, not only in ground level execution but on a larger platform of providing a complete and holistic campaign. We are having great fun doing this campaign and hope to find our ‘Boomer Stars’ soon. Wrigley India intends to make this an annual event for their brand Boomer.”
Talking about the TVC and print ads, Ron Gogoi, Creative Director, Mudra Communications, said, “The USP of Boomer is the Boomer Man and to star with him in a TVC is very exciting for kids pan India. Therefore, through the print ads, we have invited children to ‘Win and Star in a TV ad’.”
The TVC is a joint effort of Mudra Communications and Nickelodeon Channel. It sports an out-of-box theme, where it shows footage of children blowing mammoth bubbles, which are impetus for other kids to be a part of the championship.