Ad Campaigns
Parle-G’s latest films equate child’s empathy with genius
Mumbai: Parle-G’s ongoing brand campaign “G Mane Genius” announced three new films that showcase the brand’s ‘genius’ qualities through the actions of a child protagonist who is empathetic, clever, and decisive.
Created by Thought Blurb Communications, the three-film campaign is the iteration where a child’s active mind sees a loved one’s disappointment, takes note of it, thinks on his/her feet, and devises a solution that brings a smile to their face. The childlike innocence of the solution is part of the charm that compels the audience to take the message to heart.
As formats go, the films are of TV commercial length, while the one-minute social media version deepens the sense of awareness on the part of the protagonist in relation to the loved one. The contrast between the feelings of the two characters is heightened and makes the payoff so much more memorable.
Speaking about the brand’s core values and the need for the messaging to be consistent over time, Parle Products senior category head Mayank Shah said, “Parle-G has always spoken from the child’s perspective. A child creates social connections with siblings, family, friends, and others they care about in very different ways. Empathy comes easily at an early age and in uncomplicated terms. Before they are lost to age and practicality, an understanding of others can be rather sincere and honest. Taking this into account, the message has to acknowledge the child’s feelings and give them a voice.”
“The journey of the brand from the last campaign to the current one is seamless and builds a deeper emotion in the minds of the audience. It appeals to the child and the parent alike. The devices used are in a simple visual language that is easy to understand by young and old alike,” he added.
Thought Blurb CCO & managing director Vinod Kunj explains, “Following a campaign thought over years and growing the brand with it requires a firm hold on the steering wheel. From our previous outings on the brand in 2018 & 2020, we had to find a growth path. That was the challenge. We knew that we needed to stay timeless with our thinking, while keeping the overall brand thought in our sights. We know the stories had to resonate with audiences across age groups and geographies, since this is being broadcast in 13 languages. One of the endearing aspects of the campaign is the song that paraphrases the idea, and to see it shine through in every language is rewarding.”
Joining in with her perspective on the creative execution, Thought Blurb national creative director Renu Somani added, “We started out with deepening the connection between the main characters of the film and the audience. Making the viewer feel what each character feels, before that little surprise at the end of each story. Each element in the films is made to interact just right with the others. The build-up, the pauses, the visual explanation of the moment of resolution, the music, and the lyrics all come together to create a touching tale in a short amount of time.”
“The soundtrack lays the foundation of the premise in the first half of each film and picks up after the solution has presented itself and explains how a little personal sacrifice can bring a little happiness to others,” she emphasises.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
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.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
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.
