Parle-G, renowned for its versatile and beloved biscuits, has launched a heartfelt campaign to celebrate Friendship Day, embracing the essence of true friendship and contrasting it with the often impersonal nature of social media.
With its tagline, “Genius wohi, jo auron ke khushi mein paye apni khushi,” the new campaign film dives deep into the core of authentic friendships, resonating with audiences of all ages.
The campaign film features a group of college friends nearing the end of their academic journey. They unite to support a friend who needs encouragement before an important campus interview. This narrative highlights the brand’s promise to connect with children, tweens, young adults, and older parents alike, transcending age, gender, language, and culture seamlessly.
Mayank Shah, Vice President at Parle Products Pvt. Ltd., captures the campaign’s essence perfectly: “The Parle-G brand fulfils many roles in our everyday lives, just like a good friend does. Friendship Day is a great platform to connect with the youth and send out a heartwarming message without being preachy. The film is made in the style of popular ‘buddy’ movies of today. The animated banter and college jargon work well for it. It has a universally appealing message with an informal approach, adding a welcome layer to the brand’s image.”
The film offers a relatable coming-of-age story that resonates with young adults, engaging a diverse audience through its authentic portrayal. The film’s simplicity and genuine empathy are evident throughout, transforming light-hearted banter and friendly teasing into a profound realization: while a road trip can be postponed, the importance of their friendship cannot be overlooked.
Created by Thought Blurb Communications, the film was released on social media and video distribution platforms like YouTube on the eve of World Friendship Day. Vinod Kunj, Chief Creative Officer at Thought Blurb Communications, emphasized the campaign’s significance: “Venerable brands like Parle-G build over time. An overarching brand idea like this helps to stretch its legs and grow. This is yet another iteration of an idea that feeds into the bigger brand story.”
Renu Somani, National Creative Director at Thought Blurb Communications, shared insights into the creative process: “The story may have come out of a simple insight, but crafting emotion into the usual young male bluster was its crux. There’s a shared emotion that comes to the fore and takes over from individual motivations.”
As Friendship Day arrives, the new Parle-G film becomes another milestone in the brand’s journey, embedding itself into the imagination of a new generation of Indians and continuing its legacy. This campaign reinforces Parle-G’s commitment to celebrating genuine human connections and the joy of friendship, offering a timeless message that transcends the digital age.
Experience the warmth of true friendship with Parle-G’s latest campaign, and remember that real connections always outweigh the virtual world.
