Parle-G, a brand synonymous with warmth and togetherness in Indian households, has unveiled its latest
Ganesh Chaturthi film, a tribute to the festival’s joyful spirit and the deep-seated traditions that accompany it. This film isn’t just a celebration of Lord Ganesha’s arrival; it’s an exploration of how tradition can evolve through the eyes of the younger generation, who bring new perspectives to long-held customs.
The film, a brainchild of Thought Blurb Communications, skillfully intertwines Parle-G’s brand essence with the festival’s vibrant atmosphere. It avoids the pitfalls of preaching or instructing, instead drawing viewers into a narrative that resonates with the cultural significance of Ganesh Chaturthi. Parle-G seamlessly integrates into the storyline, reinforcing its connection to the joy and celebration that Lord Ganesha brings to every home.
Crafted in a long-format style, the film is primarily in Marathi, reflecting the festival’s strong ties to the Maharashtrian community. To broaden its reach, it has also been released in Hindi, Kannada, Telugu, and Gujarati, recognizing Ganesh Chaturthi’s status as a pan-Indian celebration. This strategic move not only strengthens Parle-G’s connection with a diverse audience but also enhances the brand’s recall value across different regions.
The narrative centers around a protagonist who is captivated by the bustling preparations in the days leading up to Lord Ganesha’s arrival. Amidst the festive fervor, a young girl’s innocent query about a traditional practice catches the protagonist’s attention. The film delicately unfolds, addressing her question in a manner that leaves the entire family, including the little girl, with a sense of satisfaction and joy.
Mayank Shah, VP of Parle Products, aptly summarizes the film’s intent: “Parle-G has always been a part of every celebration in Indian households. This film is an extension of that tradition, with a storyline that aligns perfectly with the brand’s purpose. It beautifully conveys the message that true genius lies in finding joy in the happiness of others.”
Vinod Kunj, Chief Creative Officer at Thought Blurb Communications, adds, “This is the third long-format film we’ve created for Parle-G, each one highlighting cultural and social occasions that unite us. Our goal was to shed light on a less-explored aspect of Ganesh Chaturthi, delivering the brand’s message in a way that feels both fresh and familiar.”
Renu Somani, National Creative Director at Thought Blurb Communications, further elaborates, “Traditions are the stories we tell ourselves, passed down through generations. Yet, there are always facets that remain unexplored. This film captures that essence, using imagination to bring happiness to others—true genius, as we see it.”
The film’s tagline, ‘Genius wohi, jo auron ke khushi mein paye apni khushi,’ encapsulates the brand’s message, rounding out the communication without veering into moralizing territory. It’s a gentle reminder that the greatest joy often comes from making others happy.
Parle-G’s Ganesh Chaturthi film is available for viewing across social media and video platforms like YouTube, inviting audiences to experience the blend of tradition and modern insight that it brings to the festival.
