Mumbai: Parle Products has launched a new campaign for its iconic brand, Parle-G, celebrating the grandeur and cultural spirit of Durga Puja. For generations, Parle-G has been a part of India’s festive moments—whether shared during addas, rituals, or family gatherings—symbolising the simple joys that spark deeper wisdom. This timeless spirit of “G maane Genius” comes alive once again through the new Durga Puja campaign.
Set against the vibrant backdrop of Kumartuli, Kolkata’s renowned hub where Durga idols are crafted, the film follows Aaroti, a young photographer, and her poignant interaction with a humble idol-maker. Their bond, formed over Parle-G biscuits and tea, beautifully juxtaposes tradition with modernity, capturing resilience, creativity, and the essence of celebration. The narrative moves from the sculptor’s lane to Aaroti’s art college and culminates during the grandeur of Ashtami Shondhi Puja, where Parle-G once again becomes a symbol of togetherness and shared joy.
Speaking about the campaign, Mayank Shah, Vice President, Parle Products, said, “Parle-G has been part of countless festive traditions across India, celebrating not just the occasion, but the togetherness and emotions that define them. With this film, we have tried to capture compassion and kindness, a virtue of Maa Durga, which makes festive celebrations more joyful. The narrative appeals to today’s consumers who seek stories rooted in culture and authenticity. Parle-G has always been more than a biscuit, it’s a part of every family’s memories and daily moments. Through this campaign, our vision is to keep strengthening that bond across generations, because this is what ‘G Maane Genius’ truly stands for.”
The campaign reinforces Parle-G’s legacy as more than just a biscuit—it is a shared symbol of nostalgia, togetherness, and cultural pride. By honouring artisans and emotions at the heart of Durga Puja, the film strengthens Parle-G’s role as a true companion to India’s diverse traditions and timeless celebrations.
Campaign Credits:
Client: Parle Products
Vice President: Mayank Pravinchandra Shah
Senior Product Manager: Megha Thakare
Deputy Brand Manager: Anshuman Sharma
Creative Agency: Thought Blurb Communications
Chief Creative Officer: Vinod Kunj
National Creative Director: Renu Somani Karwa
