Ad Campaigns
Parle G’s releases its latest campaign to celebrate Ganesh Chaturthi
Mumbai: We often take established traditions for granted because they are familiar. However, the younger generation sometimes questions these norms and offers a new perspective. Parle-G’s Ganesh Chaturthi film celebrates the spirit and joy that Lord Ganesha brings to homes during the festival.
The film is created as a timeless discourse about tradition and gender. It refrains from preaching or instructing the audience. Instead, the audience is drawn in as part of the story. Parle-G’s brand becomes part of the storyline, with a nod to the broader message.
The long-format film conceptualised and created by Thought Blurb Communications captures the mood and spirit of the festival. The film has been conceptualised in Marathi, since the festival holds more relevance in the Maharashtrian community and to reach a wider audience, it has been released in four more languages, as Ganeshotsav is now a pan-Indian festival.
Released in a total of five regional languages, Hindi, Marathi, Kannada, Telugu and Gujarati the film aims to connect with the HSM market and build a stronger connection and recall value.
The story revolves around the protagonist who is charmed by the hubbub of activity in the house in the days preceding the coming home of Lord Ganesha. While the rest of the household is caught up in the buoyant mood of bringing Ganpati home, we see a little girl ask an innocent question. She is not quite satisfied with the response. This is noticed by our protagonist. In the course of the film, the question is resolutely answered, and the family, including the young girl, walks away happy.
The theme is explained succinctly by Parle Products VP Mayank Shah, “Parle-G is usually a participant in every festival and celebration in virtually every household in the country. The idea is powerful enough to merit its own expression. The storyline steers it to the brand’s purpose and delivers its message. The underlying Brand message “Genius is the one, who believes that in the Joy of Others lies our own” is delivered beautifully with emotions that leave most viewers moist-eyed.”
Thought Blurb Communications chief creative officer Vinod Kunj added, “This is the third in a series of long format films we have created for Parle-G that touch upon cultural and social occasions that bring us together. The brief for the strategy and creative team was to shine the light upon an aspect of the event that hasn’t been dwelt on before and deliver the ‘genius’ thinking that is the soul of the brand’s communication.”
National creative director of the agency Renu Somani said, “While every nuance of Ganesh Chaturthi has been covered extensively across every aspect of the communication spectrum, there are some facets that are still not explored. Traditions have always existed, and we all follow them to tell our stories. The way the story unfolds, it carries the brand message of true genius being about using one’s imagination to bring happiness to others.”
The tagline, ‘Genius wohi, jo auron ke khushi mein paye apni khushi’, completes the brand’s message and rounds up the communication. Quite importantly, without expressing any social or moral overtones.
Parle-G’s Ganesh Chaturthi film can be watched across social media and YouTube.
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Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
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Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
