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A still from the filmParle Products, manufacturer of biscuits and confectionery, launched a new campaign celebrating Onam.
The tagline of the campaign goes like,’Jo auron ki khushi mein paye apni khushi, Parle-G, G Maane Genius.’ Conceptualised and crafted by Thought Blurb Communications, the campaign brings forward what Onam really means to Malayali households. From the laughter of cousins creating a pookkalam, to the chatter over preparing an Onasadya, and the playful tug-of-war matches, the film paints a vivid picture of how cultural bonds endure despite changing times and landscapes.
Mayank Shah, vice president – marketing, Parle products said,”Parle-G has always stood for emotions that go beyond the product, it is about connections that bind us together. With this Onam campaign, we wanted to capture not just the celebration, but the deeper essence of togetherness that defines the festival. For us, the true spirit of Onam is not only about celebrating traditions, but about reminding people that happiness becomes meaningful only when it is shared. That’s the core of Parle-G, being present in those simple, collective moments that become lifelong memories.”
Vinod Kunj, chief creative officer, Thought Blurb Communications, said, “Onam, like every great Indian festival, has always been about families gathering, preparing, and creating the celebration with their own hands. In today’s fast-paced world of swipes and shortcuts, we often forget the beauty of that effort. Through this film, we want to remind Malayalees everywhere in Kerala and across the world that the true spirit of Onam lies in those little acts of togetherness, in making the festival happen ourselves. The spirit of Parle-G is after all the spirit of the real India.”
The film captures a family coming back from abroad with their daughter expereincing it for the first time, and Onam is being celebrated in their land after 16 years. Scenes like a playground now turned into a bus stand, or traditions being rediscovered rather than practiced, serve as reminders of how time changes surroundings yet traditions survive in memories, family bonds and shared celebrations. It shows that Onam isn’t just a festival, it’s a feeling of togetherness, laughter, and shared joy.
The film concludes with the brand’s enduring message: “Jo auron ki khushi mein paye apni khushi, Parle-G, G Maane Genius,” leaving viewers with the reassurance that the true genius of Onam lies in cherishing togetherness.
Parle-G demonstrates its ability to go beyond product advertising in this campaign, weaving storytelling with cultural resonance and reminding audiences that festivals are most meaningful when celebrated in unison.
Watch the film here:
- Published On Aug 21, 2025 at 05:00 PM IST
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