Parle-G’s Diwali Film Rekindles Tradition Through Family Connections

Parle-G, in collaboration with Thought Blurb Communications, has released a new digital Diwali film that delves into the evolving nature of the festival. The film captures the emotional disconnect between generations, focusing on a grandmother reminiscing about Diwali traditions and a grandson discovering the joy of those customs.

At the heart of the story is the grandmother’s nostalgia for a time when family bonding and shared activities defined Diwali, which contrasts with today’s commercialization of the festival. As the grandson gradually realizes the significance of these traditions, he takes steps to revive them—not out of obligation, but from a genuine understanding of joy. The message, “Genius wohi, jo auron ke khushi mein paye apni khushi”, resonates deeply, highlighting the value of happiness found in others’ joy.

Mayank Shah, vice-president at Parle Products, shared, “Parle-G films aim to evoke emotion and reflect life’s truths. This year, we wanted to shine a light on traditions in a way that hasn't been explored before.”

Vinod Kunj, founder and chief creative officer of Thought Blurb, acknowledged the challenge of creating fresh ideas for Diwali campaigns. “Diwali ads often tread familiar ground, but our team went beyond these boundaries to deliver something unique.”

National creative director Renu Somani explained, “We reviewed past Diwali campaigns and identified an untapped narrative—how reconnecting with traditions can renew family bonds. That insight became the core of our film.”

Parle-G’s Diwali film encourages viewers to rethink their relationships with family and tradition. In a world of fleeting celebrations, it suggests that rediscovering joy through family can transform not just the festival, but also how we view one another.