Boomer playfully engages youth with its new ‘Phat Li’ campaign

Taking the age-old tradition of camaraderie between friends, the campaign, conceptualised by DDB Mudra, stays true to the core brand promise of – fun, mischief, bubble gum

e4m by exchange4media Staff
Updated: Apr 12, 2014 10:56 AM
Boomer playfully engages youth with its new ‘Phat Li’ campaign

Boomer, the bubble gum brand from Wrigley India, has rolled out a new marketing campaign led through a TVC and tag line, Phat Li’ – ‘Phat’ being the sound which emanates when the bubble bursts, and Phat Li to denote “pulling a gag”.


Taking the age-old tradition of camaraderie between friends, the campaign stays true to the core brand promise of – Fun… Mischief… Bubble Gum…


Commenting on the new brand campaign, Deepak Iyer, Managing Director, 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 added here, “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.”


According to Sonal Dabral, Chief Creative Officer and Chairman, DDB Mudra Group India, “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.”


The Boomer TVC went on air from April 1, 2014. The timing was also to catch the spirit of April Fool day, a day dedicated to playing tricks on one another.


Apart from the TVC, Boomer will also engage in various marketing programmes to make ‘Phat Li’ the new lingo for clean mischievous tricks.


Watch the ad here…

Campaign Credits:

Agency: DDB Mudra

Chief Creative Officer: Sonal Dabral

President: Vandana Das

Creative Team: Sambit Mohanty (Creative Head, North), Ritu Sinha (Associate Creative Director), Eman Bose (Creative Group Head)

Account Management: Radhika Das (Senior Vice President), Santanu Ghatak (Manager), Sanchit Ahluwalia (Executive)

Account Planning: Aditya Kanthy (National Strategic Planning Head), Arun Sharma (Vice President), Varun Kalkal (Manager)

Production House: QED Films

Abhijit Chaudhuri (Director)

Arindam Mitra (Executive Producer)

Daniel Varghese (Senior Producer)

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