Parle-G’s Ganesh Chaturthi film celebrates the festive spirit and joy Lord Ganesha brings to every home on the eve of the festival. The film offers a timeless exploration of tradition and gender, avoiding a preachy tone. Instead, it invites viewers to become part of the narrative, with Parle-G seamlessly woven into the story, subtly aligning with the broader message.
Discover Parle-G’s new Ganesh Chaturthi film that revitalizes beloved traditions
Parle-G’s Ganesh Chaturthi film captures the vibrant mood and joy that Lord Ganesha brings to every home on the eve of the festival. It offers a timeless discussion on tradition and gender, engaging viewers as part of the narrative. The film subtly integrates Parle-G into the storyline while aligning with the broader message.
Concept and Language Approach
The long-format film, conceptualized by Thought Blurb Communications, embodies the festival’s spirit and has been created in Marathi due to its significance in the Maharashtrian community. To reach a broader audience, it has been released in five languages: Hindi, Marathi, Kannada, Telugu, and Gujarati, reflecting Ganeshotsav’s status as a pan-Indian celebration.
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Story and Tagline
The film’s narrative follows a protagonist captivated by the festive preparations leading up to Lord Ganesha’s arrival. Amidst the excitement, a little girl asks a question that isn’t initially answered to her satisfaction. The protagonist addresses her question, leading to a joyful resolution for the entire family. The tagline, ‘Genius wohi, jo auron ke khushi mein paye apni khushi,’ reinforces the brand’s message without imparting any social or moral overtones.
Distribution
Parle-G’s Ganesh Chaturthi film is available on various social media and video distribution platforms, including YouTube.
What do experts have to say about this campaign?
Vinod Kunj, chief creative officer at Thought Blurb Communications adds, “This is the third in a series of long format films we have created for Parle-G that touch upon cultural and social occasions that bring us together. The brief for the strategy and creative team was to shine the light upon an aspect of the event that hasn’t been dwelt on before and deliver the ‘genius’ thinking that is the soul of the brand’s communication.”
Renu Somani, national creative director of the agency says, “While every nuance of Ganesh Chaturthi has been covered extensively across every aspect of the communication spectrum, there are some facets that are still not explored. Traditions have always existed, and we all follow them to tell our stories. The way the story unfolds, it carries the brand message of true genius being about using one’s imagination to bring happiness to others.”
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Conclusion
Parle-G’s Ganesh Chaturthi film masterfully intertwines festive joy with a thoughtful exploration of tradition and gender, presenting a fresh and engaging perspective on the festival. By integrating Parle-G into the narrative and offering the film in multiple languages, it resonates deeply with diverse audiences across India. The story, centered around a family’s preparation for Ganeshotsav, highlights the joy of answering a child’s question and embodies the essence of finding happiness in others’ joy. Available across social media and video platforms, this film stands as a testament to Parle-G’s commitment to celebrating cultural moments with relevance and sensitivity.
