Ad Campaigns
Parle-G’s Diwali campaign revives the joy of simple celebrations
Mumbai: Thought Blurb Communications has released a new three-minute Parle-G Diwali film, highlighting concerns about the erosion of tradition and the tokenism gradually seeping into this grand festival. This is the third film created by Thought Blurb Communications for Parle-G in the last 40 days, following films for Ganpati and Teacher’s Day.
The narrative centers on a grandmother who feels despondent and alienated by a changing world and her grandson, who begins to understand the world that existed before his time. This realisation leads to significant decisions on the grandson’s part. The film explores various aspects of both characters, emphasising the need to preserve a way of life and the joy of working together as a family during celebrations, traditions that are fading as commercialisation takes over.
The grandmother shares her memories of the joy that Diwali once brought, imparting a lesson that the grandson implicitly learns, compelling him to revive these customs. This moment isn’t framed as a teaching moment but as a transfer of joy, which aligns with the brand’s message: ‘Genius wohi, jo auron ke khushi mein paye apni khushi’.
As Parle Products VP Mayank Shah puts it, “At every point of the spectrum, Parle-G films hope to evoke a certain amount of emotion. This has been a cornerstone of our past work. This Diwali, we decided to highlight our Diwali traditions in a unique way that has so far been unexplored.”
Thought Blurb Communications founder & chief creative officer Vinod Kunj sums it up. “Diwali ads pose a certain difficulty. The scope has been defined over and over, and a lot has been created on the subject. I am proud of the team who stepped across the boundaries of thought and brought this concept to light.”
Sometimes an idea comes from weeding away the chaff from the wheat. Thought Blurb Communications national creative director Renu Somani said, “We went through the Diwali ads of many brands from the past, and realized that this thought had not been explored, and not articulated as such. This concept had promise and we went for it.”
Returning to basics is not a popular concept that resonates with younger people. However, seeing family members in a whole new light certainly is. When that perception sets in, the impulse to renew the relationship becomes imperative. By all accounts, Parle-G’s new Diwali film will make us look at or family in a whole new light. And with it, our relationship to Diwali.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
