The Challenge
Boomer, a beloved gum brand known for its playful and wacky personality, faced a critical disconnect with India’s younger audience. While older generations remembered the brand fondly through nostalgic TV commercials, Gen Z consumers had moved beyond traditional advertising. They expected interactive, fun, and engaging experiences that felt relevant to their fast-moving digital lives. The brand needed to bridge the gap between nostalgic recognition and modern relevance, finding a way to translate their established playful identity into formats that would resonate with mobile-first, digitally native consumers aged 18-34.
The Solution
Boomer partnered with AnyMind Group to transform Boomer’s traditional TV commercials into interactive, gamified mobile experiences. Using AnyMind’s proprietary platform POKKT, we created an addictive 10-second mobile game where users tapped a flashlight to help cricketer Jasprit Bumrah scare away mischievous ghosts, earning points for speed and accuracy.
Our strategy combined nostalgia with cutting-edge mobile technology:
- Gamified Engagement: Short, high-energy interactions perfectly suited for Gen Z’s attention spans
- Behavioral Targeting: Reached males and females aged 18–34 during peak engagement hours (6 PM–12 AM)
- Native Integration: Seamlessly placed ads within popular mobile gaming apps for an authentic user experience
- Cultural Relevance: Featured recognizable cricket star Jasprit Bumrah to boost local appeal
The Results
The campaign delivered exceptional performance across all key metrics:
- Engagement Rate: 32.69% (3.5× above category benchmark)
- Click-Through Rate: 2.05% (double the industry average)
- Geographic Success: Top performance in Bangalore and Chennai
- Platform Performance: Highest engagement achieved in mobile games like Subway Surfers and racing titles
These results demonstrated that heritage brands can successfully capture younger audiences when the right approach combines familiar brand elements with modern, interactive formats.
Key Takeaway
Boomer’s success proves that even established brands can stay relevant by evolving their storytelling methods while maintaining their core identity. The campaign’s triumph came from understanding that Gen Z doesn’t reject nostalgia—they want it delivered in formats that match their content consumption habits.
What’s Next
Brands looking to connect with younger audiences should focus on creating mobile-native experiences that are instantly engaging, culturally relevant, and seamlessly integrated into their digital environments. The future belongs to brands that can transform passive recognition into active participation.
Want to explore how AnyMind can help you create campaigns that Gen Z actually engages with and more? Contact our team to discuss your mobile-first strategy, or schedule a demo to see our POKKT platform transform your brand experience from forgettable to unforgettable.
Because the best time to build authentic connections with mobile-native consumers is right now.
