Ad Campaigns
Parle G’s latest campaign celebrates Friendship Day
Mumbai: Parle G releases its campaign celebrating Friendship Day. As a brand, Parle-G wears many hats. The brand’s tagline ‘Genius wohi, jo auron ke khushi mein paye apni khushi’ weaves into the culture of companionship in terms that Parle-G does best. The new film from the Parle stable addresses the real meaning of friendship on the occasion of World Friendship Day. True friendship, as opposed to faceless, impersonal social media.
The film follows the story of a group of friends, who are on the cusp of venturing into life after college. They rally around their one friend who needs a little cheer and encouragement before his campus interview.
The core promise of the brand can be extended to children, tweens, young adults and older parents in equal measure. It spans age, gender, language, and culture seamlessly.
Parle Products Pvt. Ltd vice president Mayank Shah puts it succinctly. “The Parle-G brand fulfils many roles in our everyday lives just as a good friend does. Friendship Day is a great platform to connect with the youth and send out a heartwarming message without being preachy. The film is made in the style of popular ‘buddy’ movies of today. The animated banter and college jargon work well for it. It has a universally appealing message with an informal approach, that adds a welcome layer to the brand’s image.”
It’s a coming-of-age story that most men in young adulthood would relate to and appreciate. It also speaks to a varied demography of viewers in its effortless portrayal. There is simplicity of emotion and genuine empathy, that makes itself evident in the course of the film. What begins with light banter and friendly joshing soon takes a deeply personal turn as each friend realizes that their road trip can wait for another day, but perhaps their friendship cannot.
The film was created by Thought Blurb Communications and released on Social Media and Video distribution platforms like YouTube on the eve of World Friendship Day.
Thought Blurb Communications chief creative officer Vinod Kunj added: “Venerable brands like Parle-G build over time. An over-arching brand idea like this helps to stretch its legs and grow. This is yet another iteration of an idea that feeds into the bigger brand story.”
Thought Blurb Communications national creative director Renu Somani speaks of the creative process. “The story may have come out of a simple insight, but crafting emotion into the usual young male bluster was its crux. There’s a shared emotion that comes to the fore and takes over from individual motivations.”
As Friendship Day comes and goes, the new Parle-G film becomes another brick in the creation of the brand edifice. It is part of the brand’s journey into the imagination of a new generation of Indians and a continuing legacy.
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.
