MAM
Parle-G launches Ugadi film celebrating life’s sweet-bitter mix
Heartfelt ad in Kannada and Telugu ties Bevu Bella symbolism to shared joy.
MUMBAI: Parle-G just sweetened Ugadi with a bitter twist because life, like Bevu Bella, tastes best when you take both the neem and the jaggery together. Parle-G has released a special Ugadi film for audiences in Karnataka, Andhra Pradesh and Telangana, embracing the festival’s traditional Bevu Bella (or Ugadi Pachadi) as a metaphor for life’s blend of sweetness and bitterness. Created in Kannada and Telugu, the short film captures a relatable family moment, a young girl sulks after missing selection for her school cricket team, dismissing her elder sister’s attempts to cheer her up with past happy memories.
During Bevu Bella preparations, the elder sister arrives with only jaggery, sparking a protest from the younger one. That protest becomes the turning point, the sister gently explains that just as the ritual requires both jaggery’s sweetness and neem’s bitterness, life too brings ups and downs that must be embraced together. The realisation brings a smile and turns the preparation into a warm family celebration.
The story reinforces Parle-G’s enduring message of shared joy (“Jo auron ki khushi mein paaye apni khushi”) and builds on its iconic “G mane Genius” legacy by showing how small, shared moments strengthen bonds.
Parle Products vice president Mayank Shah said, “Parle-G has been a part of everyday moments in Indian homes for generations. Festivals give us a unique opportunity to celebrate regional traditions and connect with consumers in a way that feels personal and meaningful. Our Ugadi film draws from the symbolism of Bevu Bella and reflects values that resonate deeply with families.”
Thought Blurb Communications chief creative officer Vinod Kunj added, “Most Ugadi work showcases the celebration of the festival. We delved into what it means to the people of the region and stumbled upon a singularly unique ritual associated only with this festival. We loved the message it holds for the community and how that message is passed on to successive generations through a culinary ritual.”
Thought Blurb Communications national creative director Renu Somani Karwa noted, “This is a talking film that was born out of talking to the people. The ritual of Bevu Bella beautifully captures the essence of Ugadi, the idea that life is a mix of sweetness and bitterness. That insight inspired a small, warm story between two sisters.”
The film is live on Youtube in both languages Kannada and Telugu.
In a festival that tastes both bitter and sweet, Parle-G isn’t just reminding us to accept life’s flavours, it’s handing us a biscuit to chew on the lesson: the best moments are the ones we share, no matter how mixed the emotions.
MAM
Good Monk taps Arshdeep Singh for preventive health campaign
Campaign promotes Healthy 50+ nutrition with focus on elderly care and daily habits.
MUMBAI: If fitness had a scoreboard, this one would be playing the long game. Bengaluru-based preventive healthcare brand Good Monk has roped in Indian cricketer Arshdeep Singh for its latest campaign, placing the spotlight firmly on a segment often overlooked in India’s wellness boom, the 50+ age group. The initiative positions preventive nutrition not as a future fix, but as a daily discipline, much like the sport its ambassador represents.
At the heart of the campaign is Good Monk Healthy 50+, a product designed to address evolving nutritional needs of adults over 50. Built on the brand’s patented Invisi-Nutri Blend Technology, the formulation blends essential vitamins, minerals and amino acids into everyday meals without altering taste, a quiet intervention aimed at supporting energy levels, bone health and immunity.
The campaign film leans into a relatable emotional insight: the growing concern among younger Indians about their ageing parents’ health. Instead of dramatic health scares, it takes a slice-of-life approach, nudging audiences to rethink everyday nutrition and adopt small, consistent habits that compound over time.
Arshdeep Singh’s association aligns neatly with this narrative. Known for discipline and steady performance on the field, he mirrors the campaign’s central message—long-term results are built on everyday consistency. His personal emphasis on family adds another layer, making the messaging less about products and more about responsibility.
The move comes as India’s healthcare conversation shifts from treatment to prevention. While much of the market has focused on fitness and lifestyle products for younger consumers, Good Monk is carving a niche by addressing the nutritional gaps of older adults, a segment with rising health awareness but limited targeted solutions.
Founded under Superfoods Valley, the brand has been building a portfolio of science-backed, sprinkle-on nutrition products aimed at integrating seamlessly into daily meals. Its growing presence across urban and semi-urban markets reflects a demand for convenience-led health solutions that do not disrupt food habits.
With distribution across its direct platform and e-commerce marketplaces such as Amazon and Flipkart, Good Monk is now doubling down on awareness as much as accessibility. The Arshdeep-led campaign signals a broader push not just to sell a product, but to reframe preventive healthcare as a shared family priority.
Because in this innings, the real win is not just longevity, it’s how well you play it.
