Parle-G Celebrates Onam with Heartwarming Campaign on Togetherness

Parle Products, India most loved biscuit and confectionary brand, has launched a very emotional Onam advertising that resonates with the spirit of the festival of Kerala.

Conceptualized by Thought Blurb Communications, the campaign, with the tagline, One who finds his happiness in the happiness of others, Parle-G, G means genius, is more than a festive cheer but an evergreen spirit of family togetherness.

The highlight of the campaign is a film that clearly shows the cultural traditions of Onam: the colourful process of making pookkalams, the merry making of Onasadya food, and the mirthful tug-of- war tournaments.

It underlines the sentimental connections that make the festival and displays the way that families are assembled to make memorable moments despite the changing times.

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The theme of cultural continuity is also infused in the story, with glimpses, such as the playground-turned-bus-stand, hinting at the fact that a culture lives on through intimacy with others and familiarity to the family.

Mayank Shah, Vice President – Marketing at Parle Products, emphasized the brand’s deeper connection to its consumers.“Parle-G has always stood for emotions that bind us. This Onam campaign captures not just the celebration but the essence of togetherness that makes the festival special. It’s about finding happiness in shared moments, which aligns with our brand’s core values,” Shah said.

Vinod Kunj, Chief Creative Officer at Thought Blurb Communications, added, “In today’s fast-paced world, we often overlook the effort behind festivals. This film reminds Malayalees globally that Onam’s true spirit lies in collective acts of love and celebration, reflecting Parle-G’s ethos of real India.”

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The campaign reinforces Parle-G’s legacy of weaving emotional storytelling with cultural resonance, positioning the brand as a staple in Indian households. By celebrating Onam’s spirit of unity, Parle-G continues to connect with audiences, reminding them that true genius lies in finding joy in others’ happiness. The campaign is live across digital and traditional media, resonating with Keralites worldwide.