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Parle-G’s latest film for Chhath Puja has gained wide attention across India’s heartland, going viral soon after its release. Continuing the brand’s ongoing message, 'Genius wohi, jo auron ke khushi mein paaye apni khushi,' the film focuses on how simple acts of care can make a difference in everyday life.
Chhath Puja, observed mainly in Bihar, Jharkhand, and eastern Uttar Pradesh, is a festival of faith and gratitude towards nature. The rituals and offerings to the setting and rising sun reflect a deep sense of devotion.
The film tells the story of Anjali, who is unable to perform the Chhath Puja rituals this year on her doctor’s advice. Watching from indoors as her family prepares to go to the Ghat, she feels left out. Her young nephew notices her disappointment and decides to bring the Ghat home to her. His small act of thoughtfulness forms the centre of the narrative.
Following Parle-G’s Durga Puja and Onam films, the Chhath Puja film, released on 9 October 2025, has become one of the brand’s most shared regional campaigns. It has been circulated widely across social media platforms in Bihar and Uttar Pradesh, where audiences have responded to its portrayal of the festival.
Mayank Shah, Vice President of Parle Products, says, “Parle-G has always been part of India’s festivals and family traditions, not just as a biscuit, but as a companion to the moments that truly matter. This Chhath Puja, our campaign celebrates empathy, thoughtfulness, and the small gestures that bring immense joy to loved ones. Every festival, Parle-G aims to inspire families to celebrate love, care, and togetherness, reflecting our vision that true genius lies in spreading happiness and creating meaningful moments that strengthen bonds. ‘G Maane Genius’ is about cherishing these simple yet powerful acts that make life and festivals truly memorable.”
Vinod Kunj, CCO of Thought Blurb Communications, adds, “When a brand speaks to people in their cultural language, it creates a genuine sense of belonging. For Parle-G, regional storytelling is not about localisation, but about truth. The Chhath Puja film’s organic response across Bihar, Uttar Pradesh and heartland India shows how deeply people connect when they see their lives represented with sincerity. The fact that Chhath is being considered for UNESCO’s Intangible Cultural Heritage list only reinforces how important such stories are to our shared cultural identity.”
Renu Somani, National Creative Director at Thought Blurb Communications, says, “Our creative task was clear; to keep the sanctity of Chhath Puja intact while appealing to the cultural sensibilities of the region. We wanted to show the festival as the people live it, without embellishment or exaggeration. At the same time, the story had to bring alive Parle-G’s thought, ‘Jo auron ke khushi mein paaye apni khushi.’ The boy’s thoughtful gesture became that perfect bridge. It captured how love, empathy, and tradition can coexist in their purest form, reflecting the quiet genius that defines the brand.”
Through its ongoing series of festival films, Parle-G continues to celebrate the values that unite India’s many cultures. Each story finds beauty in small acts of care, echoing the brand’s belief that true genius lies in empathy and love.
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