Parle-G’s Ugadi film uses Bevu Bella ritual to tell a story of life

FMCG brand Parle-G has released a regional Ugadi campaign targeting audiences in Karnataka, Andhra Pradesh, and Telangana, using a culturally rooted narrative to reinforce its long-standing positioning around shared joy and everyday moments.

The film, created in Kannada and Telugu, draws from the symbolism of Bevu Bella — a traditional Ugadi preparation made with jaggery and neem. The ritual, widely observed in southern India (with variations like Ugadi Pachadi), represents the balance of sweetness and bitterness in life, offering a culturally familiar metaphor that anchors the campaign’s storytelling.

Set in a typical household, the narrative follows a younger daughter disappointed after not being selected for her school’s cricket team. Her elder sister attempts to console her by recalling past achievements, but the effort initially falls flat. The turning point comes during Ugadi preparations, when the elder sister brings only jaggery for the Bevu Bella. The younger sibling questions the absence of neem, opening the door to a simple yet effective metaphor — just as the ritual requires both sweetness and bitterness, life too must be accepted in its entirety. The moment resolves into a warm, shared family experience, aligning with the brand’s core message.

The campaign builds on Parle-G’s long-running thought, “Jo auron ki khushi mein paaye apni khushi,” while continuing its tradition of festival-led storytelling tailored to regional audiences. Unlike generic festive ads, the Ugadi film leans heavily on cultural specificity, using a local ritual as the narrative device rather than treating the festival as a visual backdrop.

Mayank Shah, Vice President at Parle Products, said, “Festivals give us a unique opportunity to celebrate regional traditions and connect with consumers in a way that feels personal and meaningful. Our Ugadi film draws from the symbolism of Bevu Bella and reflects values that resonate deeply with families — sharing joy, accepting life’s ups and downs, and coming together as a community.”

From a creative standpoint, the campaign reflects a shift towards insight-led storytelling within festive advertising. Vinod Kunj, Chief Creative Officer at Thought Blurb Communications, noted that the team focused on understanding the deeper meaning behind Ugadi traditions rather than just depicting celebration. Renu Somani Karwa, National Creative Director, added that conversations with people in Karnataka around the Bevu Bella ritual directly informed the narrative, grounding the film in lived cultural experience.

For brands, the campaign highlights the increasing importance of regionalisation in mass marketing. As audiences become more fragmented, culturally specific storytelling offers a way to build stronger emotional resonance compared to one-size-fits-all national campaigns. Parle-G’s approach shows how legacy brands can stay relevant by adapting their messaging to local contexts without diluting their core identity.

From a media perspective, such campaigns are also more likely to drive engagement on digital platforms, where relatability and cultural authenticity often outperform high-production but generic content. The use of language-specific films further strengthens discoverability and shareability within regional audiences.

For consumers, especially in southern markets, the film reflects familiar traditions and family dynamics, reinforcing trust in a brand that has long been part of everyday life. By embedding itself within culturally significant moments, Parle-G continues to maintain top-of-mind recall beyond just product consumption.

The Ugadi campaign fits into the brand’s broader strategy of celebrating festivals across India — from Durga Puja and Onam to Lohri and Chhath — each time anchored in region-specific insights. In doing so, Parle-G positions itself not just as a product brand, but as a participant in India’s cultural calendar.