Mumbai: Parle Products has launched a special Ugadi campaign for its iconic biscuit brand Parle-G, unveiling a heartwarming film inspired by the traditional Ugadi ritual of Bevu Bella. The campaign highlights the philosophy that life is a blend of sweet and bitter experiences and reinforces the belief that true happiness lies in sharing joy with others.
Rooted in the cultural significance of Ugadi, the film draws from the symbolic Bevu Bella mixture—combining neem (bitter) and jaggery (sweet)—which represents the balance of challenges and joys that mark the beginning of a new year. Through a touching narrative, the campaign brings alive the central message: “Genius Wahi Jo Auron Ki Khushi Mein Paaye Apni Khushi.”
The film reflects everyday moments of care, empathy and togetherness, themes that have long been associated with the Parle-G brand. With this festive initiative, the company aims to strengthen its emotional connect with audiences across Karnataka, Andhra Pradesh and Telangana, celebrating resilience, compassion and shared happiness during one of the region’s most important festivals.
Commenting on the campaign, Mayank Pravinchandra Shah, Chief Marketing Officer, Parle Products, said, “Parle-G has been part of India’s shared moments for generations, and that comes with a deep responsibility to stay culturally relevant and emotionally authentic. Our consumer insight shows that today’s families seek meaning in festivals beyond ritual, they value stories that reflect real life. Ugadi’s message of embracing both the sweet and bitter mirrors this truth. Through this film, we are not just celebrating a festival, but reinforcing our brand philosophy that true genius lies in empathy, generosity and finding joy in others’ happiness. That enduring emotional connect is what continues to drive our relevance across generations.”
Adding to this, Vinod Kunj, Chief Creative Officer, Thought Blurb Communications, said, “The tradition of Bevu Bella offered a powerful cultural metaphor. We wanted to craft a story that felt authentic, rooted, and emotionally resonant. The idea was to reflect real family dynamics and festive warmth while subtly conveying the larger philosophy of empathy and shared joy. The film captures the emotional richness of Ugadi while staying true to the timeless values that Parle-G represents.”
Through this campaign, Parle-G continues to build on its cultural relevance and festive resonance, positioning itself not just as a biscuit brand but as a symbol of warmth, care and togetherness in Indian households.
Campaign Credits:
Client: Parle Products Private Limited
Brand: Parle-G
Chief Marketing Officer, Parle Products: Mayank Pravinchandra Shah
Senior Product Manager: Megha Thakare
Deputy Brand Manager: Anshuman Bharat Sharma
Creative Agency: Thought Blurb Communications
Chief Creative Officer: Vinod Kunj
National Creative Director: Renu Somani Karwa
Director: Martin Prakkat
