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#YouAreMyParleG short films created by thought blurb continues to tug at the hearts of Indians
MUMBAI: The second leg of the #YouAreMyParleG campaign is back with three heart-warming films by thought blurb. No Indian needs an introduction to this brand that’s become an icon in itself. The brand is one of the oldest in India and appeals to every demographic in the country, transcending age and socio-economic divides. Parle-G biscuits are as inseparable from the Indian consciousness as some human relationships. This variety of human relationships would need different interpretations that can be related to the viewer’s deep bond with the brand. Parle wanted to talk about this very bond Indians have with Parle-G through human relationship and so came the campaign ‘You Are My Parle-G’..
thought blurb, the creative agency behind the campaign was given this challenge. Mayank Shah, Senior Category Head at Parle Products, Parle Products gave the agency a clear one-line brief – ‘Parle-G is not just a brand, it’s an emotion.’
The first phase of this campaign was launched in the month of August with two films that celebrated relationships we often forget to acknowledge, but without which, life isn’t quite the same. The first film was a long overdue salute to the unsung hero of the nation, the soldier while the second film captured the unbreakable bond between a brother and sister who can’t stand each other yet can’t stay apart. Needless to say, both films received an overwhelming response and went viral.
Followed by the success of the first phase of the campaign, Parle launched the second phase in December with three films that told stories of everyday relationships and focused on that one person everyone has in their life who has always been there for us. They are such an important part of our life that we take them for granted, just as we take our breath for granted.
These films take us through the inevitable, deep-settled familiarity between a husband and wife, the intense bond between a mother and son that never fades with time or new family members and the endearing, eternal bond between a father and daughter. In each film, an action, a few words, or an emotion triggers the moment of clarity. The subtext of the relationship becomes clear to the protagonist and they understand how indispensable the other person is to their life. India’s complex and unwavering connection to Parle-G is equated to this. When the protagonist tells someone ‘You are my Parle G,’ he speaks for India and its relationship with the brand.
One of the astounding facts about this campaign is that it became viral through WhatsApp, Facebook, LinkedIn and other channels, organically much before putting any media money behind it. This is a good example of a client working closely with the agency, thought blurb to create video content for a brand, that narrates a story so powerfully that it makes for compelling viewing. After all, even in the digital age, the source code for every engaging content continues to be consumer stories.
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Lessons from global media markets on building enduring content franchises
Rose Audio Visuals COO and CFO Mitesh Patel.
MUMBAI: The global media landscape has undergone a fundamental shift. Success today is no longer defined by a single hit show. It is defined by the ability to build intellectual property (IP) that travels, evolves, and compounds over time.
At Rose Audio Visuals, this shift is central to how we think about content pitching and creation. We are no longer in the business of just making shows. We are in the business of building IP ecosystems.
From Hits to Franchises
Globally, the most successful content is designed to extend beyond its first outing. It travels across: Seasons, Platforms (TV → OTT → Digital), Formats (series → spin-offs) Shows like Stranger Things and Money Heist are not just successful series they are multi-layered franchises with global recall, fan engagement, and long-term monetisation. The key learning is simple: If content cannot scale beyond one season or one platform, it remains a project not a franchise.
Local Stories, Global Impact
One of the most powerful global trends is the rise of culturally rooted storytelling. Platforms today reward local authenticity combined with universal emotion. Stories that are deeply regional are no longer limited by geography they are amplified by it. Consider the global impact of Squid Game or India’s own Sacred Games. The takeaway is clear: The more authentic the story, the greater its potential to travel if the emotion resonates universally.
Monetisation Begins After the First Window
A critical global learning is that the true value of content is not realised at launch, it is realised over time.
Strong franchises unlock multiple revenue streams: Licensing, International remakes, Brand integrations, Digital extensions , Events and immersive experiences
Global players like The Walt Disney Company have mastered this approach, turning content into long-term ecosystems that extend far beyond the screen.
The first window is just the beginning. The real value lies in what follows.
At Rose Audio Visuals, we increasingly evaluate projects not just on commissioning value, but on their long-term franchise potential.
The Rise of Creator-Led Franchises
An important global shift is the emergence of creator-led IP ecosystems.
Creators today are not just content producers they are building full-scale franchises across platforms, formats, and businesses.
A powerful example is MrBeast. What started as YouTube videos has evolved into: Multiple content formats, Global audience scale , Brand extensions and businesses, High-impact experiential content This is a fundamentally different model digital-first, audience-owned, and infinitely scalable.
This model is still in its early stages in Indian but it represents a massive opportunity.
The next wave of Indian content franchises may not come from traditional studios alone but from creators who think like media companies.
Balancing Data with Creative Instinct
Streaming platforms today are deeply data-driven. Data helps Identify emerging genres, Predict audience behaviour , Inform commissioning decisions However, global experience shows that data alone does not create hits. Data informs scale, but storytelling creates impact.
Talent is the Foundation of Franchises
Enduring franchises are rarely accidental they are built through long-term creative partnerships. Globally, there is a clear focus on nurturing Actors, Writter, Show runner and director. Franchises are not built on scripts alone they are built on creators. This is an area where we continue to invest deeply building long-term relationships with talent rather than project-based collaborations.
Multi-Platform Thinking from Day One
Content consumption today is inherently multi-platform. A successful show must be designed not just for its primary platform, but for: Short-form extensions, Social media amplification, Digital-first engagement. Every show today needs a second life beyond its original format.
India: A Market at an Inflection Point
India today stands at a unique moment in its content journey.
We are seeing significant opportunity in Regional markets (Telugu, Tamil, Marathi and others) Emerging formats such as micro-dramas, Scalable, franchise-driven fiction IP
India does not lack stories. What we have historically lacked is structured franchise thinking something that is now beginning to evolve.
The Way Forward
The biggest lesson from global markets is this: The future belongs to companies that do not chase hits, but systematically build franchises. Because while hits may deliver immediate success, franchises create long-term value, recall, and compounding growth.
At Rose Audio Visuals, this belief shapes how we develop, greenlight, and scale content across platforms.
For content companies today, the question is no longer “Will this show work?” It is: “Can this become a franchise?”
A Personal Note
Having worked across content, business, and strategy, one thing has become increasingly clear to me, the most valuable companies in our industry will not be those that create the most content, but those that create content that endures.
Building a franchise requires patience, conviction, and a long-term lens something that the industry is only now beginning to fully embrace.As we continue this journey at Rose Audio Visuals, our focus remains simple: to move from volume-driven creation to value-driven storytelling. Because in the end, stories may start conversations but franchises build legacies.
