Mumbai: Parle-G has launched its latest campaign to celebrate Friendship Day, embracing its role as a versatile brand. Aligning with its tagline, “Genius wohi, jo auron ke khushi mein paye apni khushi,” the new film delves into the essence of genuine friendship, contrasting it with the impersonal nature of social media.
The campaign’s film showcases a group of friends nearing the end of their college journey. They come together to support a friend who needs a boost and encouragement before an important campus interview.
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The core promise of the brand can be extended to children, tweens, young adults and older parents in equal measure. It spans age, gender, language, and culture seamlessly.
Mayank Shah, Vice President at Parle Products Pvt. Ltd., puts it succinctly. “The Parle-G brand fulfils many roles in our everyday lives just a good friend does. Friendship Day is a great platform to connect with the youth and send out a heartwarming message without being preachy. The film is made in the style of popular ‘buddy’ movies of today. The animated banter and college jargon work well for it. It has a universally appealing message with an informal approach, that adds a welcome layer to the brand’s image.”
The film offers a relatable coming-of-age narrative that resonates with young adult men and engages a diverse audience through its authentic portrayal. The film’s simplicity and genuine empathy are apparent throughout. What starts as light-hearted banter and friendly teasing evolves into a profound realization: the road trip can be postponed, but the importance of their friendship cannot be overlooked.
The film is created by Thought Blurb Communications and released on Social Media and Video distribution platforms like YouTube on the eve of World Friendship Day.
Vinod Kunj, Chief Creative Officer at Thought Blurb Communications added: “Venerable brands like Parle-G build over time. An over-arching brand idea like this helps to stretch its legs and grow. This is yet another iteration of an idea that feeds into the bigger brand story.”
Renu Somani, National Creative Director at Thought Blurb Communications speaks of the creative process. “The story may have come out of a simple insight, but crafting emotion into the usual young male bluster was its crux. There’s a shared emotion that comes to the fore and takes over from individual motivations.”
As Friendship Day comes and goes, the new Parle-G film becomes another brick in the creation of the brand edifice. It is part of the brand’s journey into the imagination of a new generation of Indians and a continuing legacy.
