MAM
54th Grammys attracts record viewership
MUMBAI: The 54th edition of Grammy Awards became the second most watched show in the history of the popular music awards event with a total of 39 million viewers tuning in, according to Nielsen.
The show, which was telecast on CBS last Sunday, delivered a rating of 14.1 in the 18-49 age group, a key demographic for many advertisers.
The 53rd edition had a viewership of 26.7 million viewers.
The 1984 Grammys has been the most watched show in the events history attracting a record 43.8 million viewers. It was also the year when late Michael Jackson received eight Grammys.
The Recording Academy had last year reached a new deal with CBS to keep the awards show on the network for another 10 years.
Brands
Parle-G celebrates Bihu with music-led campaign rooted in culture
Two-part films blend nostalgia and storytelling to capture Assam’s festive soul
MUMBAI: Parle-G has turned to music, memory and meaning in its latest campaign celebrating Bihu, offering a culturally rooted tribute that goes beyond typical festive advertising.
Created by Thought Blurb Communications, the two-part campaign builds on the brand’s long-standing thought of finding joy in others’ happiness. It begins with a music-led prequel and culminates in a narrative-driven film that explores the emotional essence of the festival.
The campaign opened with a two-and-a-half-minute Bihu music video featuring Partha Hazarika, with music composed by Nilotpal Bora and vocals by Dikshu. Rather than positioning itself as a conventional brand piece, the video leaned into authenticity, capturing the vibrancy and rhythm of Bihu. Viewers also drew emotional parallels to Zubeen Garg, whose absence lent the film a nostalgic undertone. The response was swift, with over 12 million combined views across YouTube and Instagram within a week.
Building on this momentum, the main film tells the story of Ahir, a musician struggling to compose a Bihu song within the confines of a studio. His journey takes him into the open landscapes of Assam and eventually to the banks of the Brahmaputra, where a boatman helps him rediscover the true spirit of Bihu. The narrative underscores a simple idea that the festival cannot be manufactured in isolation, it must be experienced in nature, community and shared joy.
Speaking about the campaign, Parle Products vice president Mayank Shah said the initiative aims to celebrate not just the festival but the emotion behind it. He noted that Bihu reflects the idea that joy multiplies when shared, a theme that sits at the heart of the story.
From the agency side, Thought Blurb Communications chief creative officer Vinod Kunj said the team sought to tap into Assam’s cultural pulse, acknowledging the emotional void left by the absence of Zubeen Garg while celebrating the enduring spirit of the festival.
Adding to this, Thought Blurb Communications national creative director Renu Somani Karwa said the campaign draws from deeply human stories, where small acts of generosity become powerful expressions of connection.
Meanwhile, Thought Blurb Communications executive creative director Auryndom Bose highlighted the importance of nature in shaping Bihu’s identity, noting that the film attempts to capture how music and movement emerge organically from the landscape itself.
With this campaign, Parle-G leans into cultural storytelling with a lighter brand footprint and a stronger emotional core. By placing music and community at the centre, it offers a reminder that some stories are best told not in studios, but in the shared rhythms of real life
