Parle-G, a brand known for its versatility and deep-rooted presence in Indian households, has launched its latest campaign to celebrate Friendship Day. Aligning with its heartfelt tagline, “Genius wohi, jo auron ke khushi mein paye apni khushi,” the new film delves into the essence of genuine friendship, starkly contrasting it with the often impersonal nature of social media.
Parle-G’s Friendship Day Campaign Film
The campaign’s film tells the story of a group of friends nearing the end of their college journey. As they come together to support a friend in need of a boost and encouragement before an important campus interview, the narrative unfolds with simplicity and genuine empathy. What begins as light-hearted banter and friendly teasing evolves into a profound realization: while a road trip can be postponed, the importance of their friendship cannot be overlooked.
Also Read: Heartwarming Influencer Friendships to Celebrate This Friendship Day
Universal Appeal and Message in Parle-G’s Friendship Day Campaign
Parle-G’s core promise extends across all ages, genders, languages, and cultures, making it a brand that resonates with children, tweens, young adults, and older parents alike. The film’s coming-of-age narrative not only engages young adult men but also appeals to a diverse audience through its authentic portrayal of friendship.
Mayank Shah, Vice President at Parle Products Pvt. Ltd., articulates this beautifully: “The Parle-G brand fulfils many roles in our everyday lives, just like a good friend does. Friendship Day is a great platform to connect with the youth and send out a heartwarming message without being preachy. The film, made in the style of popular ‘buddy’ movies of today, features animated banter and college jargon, adding a welcome layer to the brand’s image.”
Creative Craftsmanship
Created by Thought Blurb Communications and released on social media and video distribution platforms like YouTube on the eve of World Friendship Day, the film embodies a relatable and heartwarming narrative. Vinod Kunj, Chief Creative Officer at Thought Blurb Communications, reflects on the campaign’s development: “Venerable brands like Parle-G build over time. An over-arching brand idea like this helps to stretch its legs and grow. This is yet another iteration of an idea that feeds into the bigger brand story.”
Renu Somani, National Creative Director at Thought Blurb Communications, shares insights into the creative process: “The story may have come out of a simple insight, but crafting emotion into the usual young male bluster was its crux. There’s a shared emotion that comes to the fore and takes over from individual motivations.”
A Continuing Legacy
As Friendship Day comes and goes, the new Parle-G film adds another brick to the creation of the brand edifice. It is part of the brand’s journey into the imagination of a new generation of Indians, continuing Parle-G’s legacy of being more than just a biscuit. By celebrating genuine friendships, Parle-G strengthens its bond with consumers, embodying the true spirit of Friendship Day.
Conclusion
Parle-G’s new Friendship Day campaign beautifully encapsulates the essence of true friendship, reminding us that real connections hold far more value than the number of followers we have on social media. Through a heartwarming and relatable narrative, Parle-G continues to build its legacy, resonating with audiences of all ages. This campaign not only strengthens the bond between the brand and its consumers but also highlights the timeless importance of genuine friendship in our lives. As we celebrate Friendship Day, Parle-G encourages us all to cherish and nurture the real friendships that bring joy and meaning to our everyday lives.
