Parle-G, India’s most loved biscuit brand from Parle Products, has unveiled a new campaign that builds on its legacy brand platform, ‘Jo Auron Ki Khushi Mein Paaye Apni Khushi’.
Parle-G-Celebrate the joy of empathy
The latest chapter focuses on bite-sized yet emotionally resonant stories that demonstrate how acts of kindness, however small, can make a meaningful difference in someone’s life.
These films explore moments that are both relatable and universal. In ‘School Drop’, a schoolgirl welcomes a nervous new student on his first day at school. In ‘Family Tree’, a young boy lightens the day of his pregnant, work-from-home mother through a thoughtful gesture. In ‘Asura’, a child helps a fellow performer enjoy a biscuit despite being restricted by an elaborate costume.
Commenting on the campaign, Mayank Shah, chief marketing officer, Parle Products, said: “For decades, Parle-G has celebrated a definition of genius that goes beyond conventional measures of success. With this latest chapter of 'G Maane Genius', we wanted to spotlight a quality that is often overlooked today, the ability to create happiness for others. Across every film, the iconic biscuit becomes a bridge between people. helping break the ice, offer comfort, express care, foster inclusion and create moments of connection.”
“As a brand that has been part of Indian households for generations, we believe it is important to celebrate these everyday acts of goodness and inspire a broader conversation around what truly deserves recognition in our society. In our view, the people who enrich the lives of others are the real geniuses among us."
Directed by acclaimed filmmaker Martin Prakkat, the films employ cinematic storytelling and visual narratives to communicate powerful emotions without the use of dialogue.
If you enjoyed this article, you can subscribe for free to our weekly event and subscriber alerts.
We have four email alerts in total - covering ESG, PR news, events and awards. Enter your email address below to find out more: