Parle Products, one of India’s prominent biscuit and confectionery manufacturers, has launched a new Onam campaign under the tagline: ‘Jo auron ki khushi mein paye apni khushi, Parle-G, G Maane Genius.’ The campaign centres on the importance of shared traditions and collective celebration during the festival.
The campaign film, created by Thought Blurb Communications, follows a family returning to Kerala for Onam. It presents scenes of traditional practices such as making a pookkalam, preparing an Onasadya, and participating in tug-of-war games, with the intention of showing how cultural customs continue within families despite changing times.
Mayank Shah, Vice President – Marketing, Parle Products, said, “Parle-G has always stood for emotions that go beyond the product, it is about connections that bind us together. With this Onam campaign, we wanted to capture not just the celebration, but the deeper essence of togetherness that defines the festival. For us, the true spirit of Onam is not only about celebrating traditions, but about reminding people that happiness becomes meaningful only when it is shared. That’s the core of Parle-G, being present in those simple, collective moments that become lifelong memories.”
Vinod Kunj, Chief Creative Officer, Thought Blurb Communications, added, “Onam, like every great Indian festival, has always been about families gathering, preparing, and creating the celebration with their own hands. In today’s fast-paced world of swipes and shortcuts, we often forget the beauty of that effort. Through this film, we want to remind Malayalees everywhere — in Kerala and across the world — that the true spirit of Onam lies in those little acts of togetherness, in making the festival happen ourselves. The spirit of Parle-G is after all the spirit of the real India.”
The film includes scenes such as a childhood playground now functioning as a bus stand and families revisiting traditional customs, aiming to highlight how cultural continuity persists even as surroundings evolve.
The film ends with the brand’s message: "Jo auron ki khushi mein paye apni khushi, Parle-G, G Maane Genius."
Parle-G’s campaign aligns with its broader approach of focusing on themes of community and shared experiences.
