Ad Campaigns
Parle G’s releases its latest campaign to celebrate Ganesh Chaturthi
Mumbai: We often take established traditions for granted because they are familiar. However, the younger generation sometimes questions these norms and offers a new perspective. Parle-G’s Ganesh Chaturthi film celebrates the spirit and joy that Lord Ganesha brings to homes during the festival.
The film is created as a timeless discourse about tradition and gender. It refrains from preaching or instructing the audience. Instead, the audience is drawn in as part of the story. Parle-G’s brand becomes part of the storyline, with a nod to the broader message.
The long-format film conceptualised and created by Thought Blurb Communications captures the mood and spirit of the festival. The film has been conceptualised in Marathi, since the festival holds more relevance in the Maharashtrian community and to reach a wider audience, it has been released in four more languages, as Ganeshotsav is now a pan-Indian festival.
Released in a total of five regional languages, Hindi, Marathi, Kannada, Telugu and Gujarati the film aims to connect with the HSM market and build a stronger connection and recall value.
The story revolves around the protagonist who is charmed by the hubbub of activity in the house in the days preceding the coming home of Lord Ganesha. While the rest of the household is caught up in the buoyant mood of bringing Ganpati home, we see a little girl ask an innocent question. She is not quite satisfied with the response. This is noticed by our protagonist. In the course of the film, the question is resolutely answered, and the family, including the young girl, walks away happy.
The theme is explained succinctly by Parle Products VP Mayank Shah, “Parle-G is usually a participant in every festival and celebration in virtually every household in the country. The idea is powerful enough to merit its own expression. The storyline steers it to the brand’s purpose and delivers its message. The underlying Brand message “Genius is the one, who believes that in the Joy of Others lies our own” is delivered beautifully with emotions that leave most viewers moist-eyed.”
Thought Blurb Communications chief creative officer Vinod Kunj added, “This is the third in a series of long format films we have created for Parle-G that touch upon cultural and social occasions that bring us together. The brief for the strategy and creative team was to shine the light upon an aspect of the event that hasn’t been dwelt on before and deliver the ‘genius’ thinking that is the soul of the brand’s communication.”
National creative director of the agency Renu Somani said, “While every nuance of Ganesh Chaturthi has been covered extensively across every aspect of the communication spectrum, there are some facets that are still not explored. Traditions have always existed, and we all follow them to tell our stories. The way the story unfolds, it carries the brand message of true genius being about using one’s imagination to bring happiness to others.”
The tagline, ‘Genius wohi, jo auron ke khushi mein paye apni khushi’, completes the brand’s message and rounds up the communication. Quite importantly, without expressing any social or moral overtones.
Parle-G’s Ganesh Chaturthi film can be watched across social media and YouTube.
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.
