Parle Products has released a new festive campaign for its biscuit brand Parle-G ahead of Ugadi, highlighting the cultural significance of the festival in southern India.
The campaign centres on a short film inspired by the Ugadi ritual of Bevu Bella, a symbolic mixture of neem and jaggery traditionally consumed during the festival. The ritual represents the balance of bitter and sweet experiences in life and marks the beginning of the new year in states such as Karnataka, Andhra Pradesh and Telangana.
The film builds on this cultural theme to tell a story about family relationships and shared happiness. Its narrative reflects the campaign message, “Genius wahi jo auron ki khushi mein paaye apni khushi,” emphasising the idea of finding joy in the happiness of others.
Mayank Pravinchandra Shah, Chief Marketing Officer, Parle Products, said,“Parle-G has been part of India’s shared moments for generations, and that comes with a deep responsibility to stay culturally relevant and emotionally authentic... Ugadi’s message of embracing both the sweet and bitter mirrors this truth. Through this film, we are not just celebrating a festival, but reinforcing our brand philosophy that true genius lies in empathy, generosity and finding joy in others’ happiness.”
Vinod Kunj, Chief Creative Officer, Thought Blurb Communications, said,“The tradition of Bevu Bella offered a powerful cultural metaphor. We wanted to craft a story that felt authentic, rooted, and emotionally resonant, reflecting real family dynamics and festive warmth while conveying the larger philosophy of empathy and shared joy.”
