Parle-G has unveiled a heartfelt new Diwali campaign that invites viewers to rediscover the essence of traditional celebrations. Created by Thought Blurb Communications, the 3-minute film has quickly gone viral across WhatsApp groups since its release last weekend, marking the agency's third successful collaboration with Parle-G in just 40 days, following campaigns for Ganpati and Teacher’s Day.
Overview of the Campaign
The narrative revolves around a grandmother who feels disconnected in today’s fast-paced world and her grandson, who learns to appreciate the significance of familial traditions. This touching exchange inspires the grandson to revive the joys of Diwali as once experienced by his grandmother.
Key Themes in the Film
The film highlights the importance of family bonding and the preservation of cultural traditions amid rising commercialisation. The grandmother’s memories serve as a catalyst for the grandson’s transformation, conveying the message: ‘Genius wohi, jo auron ke khushi mein paye apni khushi.’
As Mayank Shah, Vice-President of Parle Products, explains, “At every point of the spectrum, Parle-G films hope to evoke a certain amount of emotion. This Diwali, we decided to highlight our traditions in a unique way that has so far been unexplored.”
Vinod Kunj, Founder and Chief Creative Officer of Thought Blurb Communications, notes the challenges in creating Diwali advertisements, stating, “The scope has been defined over and over. I am proud of the team who stepped across the boundaries of thought and brought this concept to light.”
Reflecting on the creative process, Renu Somani, National Creative Director at Thought Blurb Communications, adds, “We realised that this thought had not been explored in past Diwali ads. This concept had promise, and we went for it.”
While the idea of returning to basics may not resonate with younger audiences, the film's portrayal of familial connections is likely to inspire viewers to reassess their relationships. By fostering a renewed appreciation for family and tradition, Parle-G’s latest Diwali film aims to reshape perceptions of both family dynamics and the festival itself.
