Mumbai: Parle-G’s latest digital film celebrating Chhath Puja has struck a deep emotional chord with audiences across Bihar, Jharkhand, and Eastern Uttar Pradesh, going viral within days of its release. Conceptualised by Thought Blurb Communications, the campaign continues the brand’s ongoing theme — “Genius wohi, jo auron ke khushi mein paaye apni khushi.”
Released on October 9, 2025, the film portrays how small acts of care can turn ordinary moments into deeply meaningful ones. It tells the story of Anjali, a devoted woman advised to rest during Chhath Puja, and her young nephew, who moves audiences by finding a way to bring the Ghat home to her — a simple, heartfelt act that becomes the emotional centre of the narrative.
Following the brand’s acclaimed Durga Puja and Onam films, the Chhath Puja campaign has emerged as one of Parle-G’s most shared regional stories, amassing 32.5 million+ views on YouTube and 27.9 million impressions on Meta with a 70.8% view-through rate. It also trended among Twitter’s Top 5 topics in India on October 26.
The campaign’s authenticity and cultural resonance have sparked an outpouring of appreciation on social media, with users lauding its emotional honesty and representation of regional traditions.
Some notable reactions include:
@iamnarendranath @rimi_taneja_ @jiyakhan1036839 @faverryyy
Mayank Shah, Vice President of Parle Products, said, “Parle-G has always been part of India’s festivals and family traditions, not just as a biscuit, but as a companion to the moments that truly matter. This Chhath Puja, our campaign celebrates empathy, thoughtfulness, and the small gestures that bring immense joy to loved ones. Every festival, Parle-G aims to inspire families to celebrate love, care, and togetherness, reflecting our vision that true genius lies in spreading happiness and creating meaningful moments that strengthen bonds. ‘G Maane Genius’ is about cherishing these simple yet powerful acts that make life and festivals truly memorable.”
Vinod Kunj, Chief Creative Officer, Thought Blurb Communications, added, “When a brand speaks to people in their cultural language, it creates a genuine sense of belonging. For Parle-G, regional storytelling is not about localisation, but about truth. The Chhath Puja film’s organic response across Bihar, Uttar Pradesh and heartland India shows how deeply people connect when they see their lives represented with sincerity. The fact that Chhath is being considered for UNESCO’s Intangible Cultural Heritage list only reinforces how important such stories are to our shared cultural identity.”
Renu Somani, National Creative Director at Thought Blurb Communications, noted, “Our creative task was clear; to keep the sanctity of Chhath Puja intact while appealing to the cultural sensibilities of the region. We wanted to show the festival as the people live it, without embellishment or exaggeration. At the same time, the story had to bring alive Parle-G’s thought, ‘Jo auron ke khushi mein paaye apni khushi.’ The boy’s thoughtful gesture became that perfect bridge. It captured how love, empathy, and tradition can coexist in their purest form, reflecting the quiet genius that defines the brand.”
Credit List –
Client: Parle Products
Vice President: Mayank Pravinchandra Shah
Senior Product Manager: Megha Thakare
Deputy Brand Manager: Anshuman Sharma
Chief Creative Officer: Vinod Kunj
National Creative Director: Renu Somani Karwa
Writer: Renu Somani Karwa
Executive Director: Nidha Luthra
Brand Solutions Manager: Timiha Kunj
