Mumbai: Parle-G has unveiled its latest festival film for Lohri, exploring the values, heritage, and responsibilities that bind generations. Conceptualised by Thought Blurb Communications, the film steps into the harvest festival with sensitivity, reflecting how tradition, emotion, and responsibility coexist within families.
Anchored in the cultural ethos of Lohri, the film illustrates how Indian festivals often carry emotions far deeper than the occasion itself. Set in rural Punjab, the narrative unfolds through a father’s dilemma regarding ancestral land and a promise made, alongside a daughter who brings modern knowledge to the family fields. The storytelling avoids spectacle, instead relying on restraint and emotional messaging to guide the narrative. Music plays a defining role, with upbeat tappé rhythms mirroring the collective spirit of Lohri.
The film reinforces Parle-G’s long-standing commitment to regional communications, not as mere localisation, but as a philosophy of relevance and authenticity.
Speaking about the campaign, Mayank Shah, Vice President, Parle Products, said, “At Parle-G, our relationship with festivals has always been about continuity rather than momentary relevance. For a brand that has grown alongside people across every stratum of Indian society, empathy comes naturally. Lohri represents inheritance – of land, values, intent, and the responsibilities we pass forward. This film reflects our belief that true genius lies in making choices that respect where we come from, while allowing the future to evolve with clarity and care. That is how Parle-G engages with culture, not by momentarily entering traditions, but by standing with the people who live them, year after year.”
Vinod Kunj, Chief Creative Officer, Thought Blurb Communications, added, “Punjab is shaped by its five rivers, its fertile land, and the people who have tilled it for generations. Here, the land is not just livelihood, it is inheritance, memory, and identity. Much like The Good Earth speaks of a farmer’s bond with soil, this film explores that quiet, unspoken belonging that the land gives back to those who nurture it. Lohri became the perfect moment to tell a story where emotion rises from the earth itself.”
Renu Somani Karwa, National Creative Director at Thought Blurb Communications, shared the creative approach, “Punjab is emotion at full volume – loud in celebration, fierce in its love for the land, and childlike in its tears. Here, emotions don’t simmer; they arrive fully alive. Lohri became the doorway into that truth. Conceived at Thought Blurb, the story unfolds through a father’s dilemma, ancestral land, and a daughter who brings her tech knowledge to honour his word – carried by upbeat music and the rhythmic pulse of tappé, driven as much by emotion as by narrative.”
Through this film, Parle-G continues to demonstrate that culturally grounded ideas, delivered via sensitive regional communications and honest emotional storytelling, remain the most enduring way for brands to stay relevant across generations.
Credit List
Client – Parle Products Private Limited
Brand – Parle-G
VP Marketing – 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
Writer: Renu Somani Karwa
Executive Director: Nidha Luthra
Brand Solutions Manager: Timiha Kunj
