ITV

Tag: Gen Z Snacking

  • Boomer brings back the pop with new lollipops and a swagger-filled Bumrah twist

    Boomer brings back the pop with new lollipops and a swagger-filled Bumrah twist

    MUMBAI: For over three decades, Boomer has ruled India’s chewing gum turf with its iconic elasticity and fruitiness. Now, the bubble bursts into a stick. On 19 May 2025, Mars Wrigley India launched Boomer Lollipop, a bold foray into the Rs 800 crore lollipop market, aiming to inject a fresh dose of fun, relevance and confidence into a category often dismissed as childish.

    The new Boomer Lollipop comes in three punchy flavours — Strawberry, Orange, and Watermelon — crafted to appeal to Gen Z’s expressive spirit. The brand is repositioning the segment as not just a kiddie indulgence but a confident snack that oozes individuality. Tapping into this ethos is cricket star Jasprit Bumrah, whose calm swagger and unflappable poise front the brand’s campaign.

    The high-octane TV commercial, now live, opens on a cricket field. A young player stands alone, pressured by a hostile gang. Enter Boomer Lollipop. With a pop and a bite, his confidence flips the script, changing the game. Narrated by Bumrah in his trademark cool, the ad delivers a clear message: your swag speaks when you hold a Boomer.

    “Boomer has stood for everything fun and strawberry at its core, for several generations. We are expanding this equity to the fast-growing segment of lollipops. Accompanying a strong launch in trade, we have Jasprit Bumrah lending his brand of fun and swag to Boomer Lollipop. The creative campaign crafted with DDB and Essence Mediacom projects the swag and attitude associated with Lollipops but perhaps lost over the last decade. From the factory to trade and in the media, our associates have added special touches to make this new launch truly unique and carve a space for Boomer at front of store and in people’s minds”, said Mars Wrigley India CMO Nikhil Rao.

    DDB Mudra Group CCO Rahul Mathew added, “It’s always great when you get to work on a brand with such a strong memory structure and a brand ambassador whose name also has an effortless connect to the brand. What we now had to do is bring it all together to give a new attitude to Boomer’s newest format – Lollipop.”

    The lollipops are being manufactured locally at Mars Wrigley’s Baddi facility, reinforcing the company’s commitment to innovation from within India. With a national rollout underway, Boomer Lollipop marks a flavourful, cheeky new chapter in the brand’s long-standing legacy.

  • Sunfeast Fantastik! launches India’s first 4D bar featuring Siddhant and Sreeleela

    Sunfeast Fantastik! launches India’s first 4D bar featuring Siddhant and Sreeleela

    Mumbai: ITC Sunfeast Fantastik! raises the bar in the snacking industry with the launch of its innovative 4D coated wafer bar, combining crunchy wafer, soft caramel, rich milk chocolate, and roasted peanuts for a unique multi-layered experience. Designed to appeal to Gen Z consumers seeking excitement in their snacking choices, the Sunfeast Fantastik! 4D bar is set to revolutionize the coated wafer segment as a category-first product in India.  

    The brand’s latest campaign, #RaiseTheBar, features popular icons Siddhant Chaturvedi and Sreeleela as brand ambassadors. In the new TVC, the duo embodies the vibrant spirit of the product, showcasing the layers of indulgence and bold flavor combinations.

    Chaturvedi, expressing his excitement about the launch, said, “I’m really happy to be the face of Sunfeast Fantastik! 4D. It’s a fun and unique product that brings together so many layers of flavour. I love how it pushes the boundaries in the coated wafer space, and I’m excited for everyone to try it and enjoy the experience!”  

    Sreeleela, sharing her thoughts on the campaign, said, “I am thrilled to be a part of Sunfeast Fantastik! 4D campaign. This indulgent product is a game-changer. The four layers come together to create a delightful treat which is absolutely irresistible. Can’t wait for all of you to try it and love it as much as I do.”  

    The Sunfeast Fantastik! 4D bar embodies the brand’s commitment to offering a richer snacking experience, pushing the boundaries of what consumers expect from coated wafers. The launch reflects ITC’s dedication to innovation and premium quality, with the new product available across major retail outlets and supermarkets nationwide.  

    ITC Limited, chief operating officer of chocolates, coffee, and confectionery, Rohit Dogra said, “We are delighted to introduce India’s first 4D bar to the market. Sunfeast Fantastik! 4D is designed to offer a fun and indulgent experience with its unique combination of four layers – crispy wafer, soft caramel, rich milk choco, and roasted peanuts. Our new TVC with Siddhant Chaturvedi and Sreeleela perfectly captures the spirit of the product—simple, bold, and irresistibly delicious. We are confident that this launch will resonate with our target audience of Gen Z consumers and ‘raise the bar’ for snacking in India.”  

    The campaign, conceptualised by FCB Ulka Bangalore and directed by Anand Iyer of Mirzapur Season 2 fame, brings together superior product experience and innovation at every price point, with the 4D bar redefining standards in the category.