Mumbai: Parle-G, a biscuit brand from Parle Products, has unveiled its latest campaign that builds on its long-standing brand platform, ‘Jo Auron Ki Khushi Mein Paaye Apni Khushi’, continuing its celebration of empathy, kindness and human connection.
Over the years, the platform has evolved through long-format, mid-format and short-format storytelling formats, consistently reinforcing values of compassion and emotional connection. The latest chapter takes this journey forward through a series of short yet emotionally engaging narratives that highlight how simple acts of kindness can create meaningful moments in everyday life.
The campaign comprises three films that capture relatable and universal experiences. School Drop follows a schoolgirl helping a nervous new student feel welcomed on his first day. Family Tree portrays a young boy bringing comfort and joy to his pregnant mother working from home through a thoughtful gesture. Asura depicts a child helping another performer enjoy a biscuit despite being constrained by an elaborate costume.
Commenting on the campaign, Mayank Shah, Chief Marketing Officer, Parle Products, said, “For decades, Parle-G has celebrated a definition of genius that goes beyond conventional measures of success. With this latest chapter of ‘G Maane Genius’, we wanted to spotlight a quality that is often overlooked today, the ability to create happiness for others. Across every film, the iconic biscuit becomes a bridge between people – helping break the ice, offer comfort, express care, foster inclusion and create moments of connection. The brand is woven organically into each narrative, becoming an enabler of empathy rather than a passive presence.”
He elaborated further, “As a brand that has been part of Indian households for generations, we believe it is important to celebrate these everyday acts of goodness and inspire a broader conversation around what truly deserves recognition in our society. In our view, the people who enrich the lives of others are the real geniuses among us.”
Directed by acclaimed filmmaker Martin Prakkat, the films rely on cinematic storytelling and visual narratives to communicate emotions without dialogue, allowing gestures and expressions to carry the narrative.
Sharing insights into the creative approach, Vinod Kunj, Founder and Chief Creative Officer, Thought Blurb Communications, added, “The enduring quality of these films is its unassuming simplicity. The viewer is taken on a visual journey that moves from discovery to engagement to an act of genius to empathy. All in just 20 seconds! Cracking that code was the tough part. The challenge was to create emotionally engaging narratives while ensuring that the brand played a meaningful role within each story. Our approach was to treat these ads with the same cinematic attention that one would bring to a much longer narrative. Which is also why the crew we employed on the project was entirely drawn from mainstream Indian cinema. We focused on authenticity, performance and visual storytelling so that the emotions would feel natural and relatable.”
Speaking about the storytelling philosophy behind the films, Renu Somani, National Creative Director, Thought Blurb Communications, said, “Children have an extraordinary ability to recognise what others are feeling. They often respond with kindness instinctively, without overthinking it. That observation became the foundation of these stories. One of the most exciting aspects of the campaign was the decision to tell stories without dialogue. That pushed us to rely entirely on visual cues, behaviour and emotion. Every frame had to work harder, and every gesture had to feel genuine. The result is a set of films that communicate through observation and feeling, allowing audiences to connect with the stories in their own way.”
The campaign is being rolled out across television, OTT, digital and social media platforms, extending Parle-G’s long-standing commitment to celebrating everyday values that foster human connection and collective happiness.
1. Making Room For More Love
2. Happiness Is Better When Shared
3. A Little Courage Goes A Long Way
Campaign Credits:
Client: Parle Products
Chief Marketing Officer: Mayank Pravinchandra Shah
Senior Category Lead: Megha Thakare
Deputy Brand Manager: Anshuman Sharma
Agency: Thought Blurb Communications
MD & Chief Creative Officer: Vinod Kunj
National Creative Director: Renu Somani Karwa
Executive Creative Director: Auryndom Bose
Writers: Renu Somani Karwa, Auryndom Bose
Executive Director: Nidha Luthra
Group Brand Solutions Manager: Charvi Chaudhari
Brand Solutions Manager: Timiha Kunj
