Parle-G celebrates Bihu with culture-led campaign rooted in music, nostalgia and shared joy

Mumbai: Parle-G has rolled out a two-part campaign celebrating the spirit of Bihu, spotlighting the region’s rich cultural heritage through music, storytelling and community connection.

Built on the brand’s enduring philosophy, “Jo auron ki khushi mein paaye apni khushi,” the campaign brings alive the essence of Bihu as more than just a festival—positioning it as a living expression of joy, rhythm and togetherness in Assam.

The campaign opened with a two-and-a-half-minute Bihu music video featuring Assamese actor Partha Hazarika, with music composed by Nilotpal Bora and vocals by Dikshu.

Rather than a conventional brand-led narrative, the film served as an authentic cultural tribute, capturing the vibrant energy of Bihu. It also struck a nostalgic chord with audiences, drawing emotional parallels to Zubeen Garg, a voice deeply intertwined with Assam’s musical identity.

The film garnered strong traction, clocking over 7 million views on YouTube and 5 million on Instagram within a week of its release.

Building on the momentum, Parle-G unveiled its main campaign film, which tells the story of Ahir, a musician grappling with creative block while attempting to compose a Bihu song in a studio setting.

His journey leads him across the natural landscapes of Assam to the banks of the Brahmaputra River, where a boatman—played by Sagar Neil—offers a simple yet profound perspective: Bihu cannot be created within four walls; it must be experienced in nature and among people.

The narrative culminates in Ahir rediscovering both his music and his connection to the cultural roots of Bihu amid a vibrant community celebration.

Speaking about the campaign, Mayank Shah, Vice President, Parle Products, said, “At Parle-G, we believe the truest happiness is the kind that’s shared. Bihu embodies this beautifully through its music and community spirit. With this campaign, we wanted to celebrate not just the festival, but the emotion behind it. At its heart, the story is simple – the joy you give is the joy you receive. The boatman, without expecting anything in return, helps the musician find his voice again. That quiet act of generosity reflects the very soul of this campaign.”

Conceptualised by Thought Blurb Communications, the campaign underscores Parle-G’s effort to move beyond traditional festive storytelling and create a deeper cultural connection with regional audiences.

Vinod Kunj,

Vinod Kunj, Chief Creative Officer, Thought Blurb Communications, added, “Our endeavour has always been to go deeper into each region and uncover what truly defines its cultural soul. With Assam, we found that while Bihu returns every year, this year felt different. The absence of Zubeen Garg – a voice that has defined Assam for decades, was deeply felt. This film became our way of acknowledging that emotion while celebrating the enduring spirit of Bihu. The audience response tells us we’ve struck a meaningful chord.”

Renu Somani Karwa

Renu Somani Karwa, National Creative Director, Thought Blurb Communications, said, “The thought ‘jo auron ki khushi mein paaye apni khushi’ is about discovering deeply human stories across India. With Bihu, we found a sublime expression of that idea. A simple boatman helps a musician rediscover his voice, not through instruction, but through generosity. That act of giving is what this campaign stands for. It’s how Parle-G builds emotional connections – through stories that are local in context, but universal in feeling.”

Auryndom Bose, Executive Creative Director, Thought Blurb Communications, added, “We didn’t want to just depict Bihu; we wanted to understand where it comes from. In Assam, Bihu is inseparable from nature: the vast landscapes, the Brahmaputra, the openness of the skies. The music and movement emerge from this connection. This film is our attempt to capture that living, breathing spirit, where every note feels like an extension of nature itself.”