Parle-G’s Ganesh Chaturthi Film Captures Tradition and Emotion in Five Languages
Parle-G’s Ganesh Chaturthi film celebrates tradition and emotion in five languages, capturing the essence of the festival and enhancing brand connection across India
Sumit Rawat
In a heartfelt celebration of Ganesh Chaturthi, Parle-G’s latest film beautifully captures the essence and joy that Lord Ganesha brings to homes across India. The film, conceptualized and created by Thought Blurb Communications, is a timeless narrative that subtly explores tradition and gender without preaching or instructing. Instead, the audience becomes an integral part of the storyline, with Parle-G seamlessly woven into the broader message.
This long-format film, originally conceptualized in Marathi to resonate with the Maharashtrian community, has been released in five regional languages, including Hindi, Kannada, Telugu, and Gujarati. This multi-lingual approach reflects Ganeshotsav's evolution into a pan-Indian festival, aiming to strengthen the brand's connection with the HSM (Hindi Speaking Market) and enhance recall value.
Mayank Shah, Vice President at Parle Products, emphasized the brand's role in celebrations across India, stating, "Parle-G is usually a participant in every festival and celebration in virtually every household in the country. The idea is powerful enough to merit its own expression. The storyline steers it to the brand’s purpose and delivers its message."
The film is the third in a series of long-format films created for Parle-G by Thought Blurb Communications, focusing on cultural and social occasions that unite communities. Vinod Kunj, Chief Creative Officer at Thought Blurb, highlighted the strategic approach, noting that the film shines a light on aspects of Ganesh Chaturthi that have not been explored before, delivering the 'genius' thinking that is central to Parle-G's brand communication.
Renu Somani, National Creative Director of Thought Blurb, added, "While every nuance of Ganesh Chaturthi has been covered extensively, there are still facets that remain unexplored. The way the story unfolds, it carries the brand message of true genius being about using one’s imagination to bring happiness to others."
