Parle Products has unveiled a heartfelt new campaign for its iconic brand, Parle-G, centred around the grandeur and cultural essence of Durga Puja. For decades, Parle-G has been part of India’s festive memories—shared during rituals, addas, and family gatherings. Rooted in the idea of “G maane Genius,” the brand continues to embody simple joys that spark deeper connections.
Parle-G Durga Puja Campaign
A Story Rooted in Kumartuli
The campaign film is set in Kumartuli, Kolkata’s famed hub of idol makers, where artisans craft the majestic idols of Maa Durga. Here, the story follows Aaroti, a young photographer, who crosses paths with a humble idol-maker. Their bond, built over cups of tea and Parle-G biscuits, reflects the merging of tradition with modernity.
Capturing the Essence of Festivities
From the lanes of Kumartuli to Aaroti’s art college, the film beautifully captures everyday moments of creativity, resilience, and shared celebration. The narrative culminates during the grandeur of Ashtami Shondhi Puja, reinforcing Parle-G’s role as a symbol of togetherness and cultural pride.
Beyond a Biscuit: A Symbol of Togetherness
Speaking about the campaign, Mayank Shah, Vice President at Parle Products, said, “Parle-G has been part of countless festive traditions across India, celebrating not just the occasion, but the togetherness and emotions that define them. With this film, we have tried to capture compassion and kindness, a virtue of Maa Durga, which makes festive celebrations more joyful.”
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Keeping the Legacy Alive
The campaign reinforces Parle-G’s legacy as more than just a biscuit. It celebrates artisans, communities, and the emotions that bind families together during festive moments. By shining a light on the traditions of Durga Puja, Parle-G strengthens its role as a true companion to India’s cultural heritage.
Closing Thoughts
Through this campaign, Parle-G once again proves that “G maane Genius” is about finding joy in life’s simplest yet most meaningful moments. From artisans in Kumartuli to families across India, Parle-G continues to remain a shared symbol of nostalgia, resilience, and festive togetherness.
