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Parle-G's latest Ganesh Chaturthi film offers a contemporary twist on festival traditions, exploring themes of tradition and gender in a refreshingly engaging manner. The film celebrates the joy and spirit Lord Ganesha brings to homes during the festival while subtly weaving in a new perspective on long-standing customs.
Conceptualised and created by Thought Blurb Communications, the film is a thoughtful commentary rather than a lecture. It seamlessly integrates Parle-G’s brand into the storyline, presenting a nuanced take on tradition without overt preaching.
The long-format film, initially created in Marathi due to the festival's significance in Maharashtra, is now available in five languages: Hindi, Marathi, Kannada, Telugu, and Gujarati. This multi-lingual approach ensures the film reaches a broad audience across India, reflecting Ganeshotsav's growing national appeal.
The narrative focuses on a young protagonist who is captivated by the vibrant preparations for Lord Ganesha’s arrival. Amidst the festive excitement, a young girl’s innocent question about the traditions sparks a journey towards understanding. The film captures the resolution of her query, culminating in a heartwarming family moment that resonates with the viewer.
The theme is explained concisely by Mayank Shah, Vice President at Parle Products: “Parle-G is usually a participant in every festival and celebration in virtually every household in the country. The idea is powerful enough to merit its own expression. The storyline steers it to the brand’s purpose and delivers its message. The underlying Brand message “Genius is the one, who believes that in the Joy of Others lies our own” is delivered beautifully with emotions that leave most viewers moist eyed.”
Vinod Kunj, Chief Creative Officer at Thought Blurb Communications adds, “This is the third in a series of long format films we have created for Parle-G that touch upon cultural and social occasions that bring us together. The brief for the strategy and creative team was to shine the light upon an aspect of the event that hasn’t been dwelt on before and deliver the ‘genius’ thinking that is the soul of the brand’s communication.”
Renu Somani, National Creative Director of the agency says, “While every nuance of Ganesh Chaturthi has been covered extensively across every aspect of the communication spectrum, there are some facets that are still not explored. Traditions have always existed, and we all follow them to tell our stories. The way the story unfolds, it carries the brand message of true genius being about using one’s imagination to bring happiness to others.”
The tagline, ‘Genius wohi, jo auron ke khushi mein paye apni khushi,’ encapsulates the film's core message without imposing any social or moral overtones. The film, with its blend of tradition and modernity, offers a refreshing take on the festival, enhancing Parle-G’s connection with its audience.
