Phat Li encourages you to get your groove on and pull a fast one on your friends to spread the spirit of good, clean mischief. Whether it is fooling a colleague or scaring a sibling, Phat Li tries to take the boring out of the ordinary and make every situation a chance to have fun.
Taking the age-old tradition of camaraderie between friends, the campaign stays true, in a captivating manner, to the core brand promise of – FUN… Mischief.. Bubble Gum…
Speaking on the new brand campaign, Mr. Deepak Iyer, Managing Director, Wrigley India Pvt. Ltd. said, “Recognizing 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 Pvt. Ltd 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.”
According to Sonal Dabral, Chief Creative Officer and Chairman for 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 will be on air from 1st April 2014. The timing was also to catch the spirit of 1st April, a day dedicated to playing tricks on one another!
Apart from the TVC, Boomer would also engage in various marketing programs to make “Phat Li” the new lingo for clean mischievous tricks.
