Nostalgia Takes Center Stage In Parle-G’s Diwali Film, Rekindling Family Traditions
The campaign has been conceptualised by Thought Blurb Communications
Parle-G’s new Diwali film taps into nostalgia by highlighting how the festival's traditional essence is fading. The campaign draws on stories from earlier generations to evoke memories of the festival's true spirit amidst modern-day tokenism. The campaign has been conceptualised by Thought Blurb Communications.
As Mayank Shah, Vice-President, Parle Products puts it, “At every point of the spectrum, Parle-G films hope to evoke a certain amount of emotion. This has been a cornerstone of our past work. This Diwali, we decided to highlight our Diwali traditions in a unique way that has so far been unexplored.”
At the film's core is a grandmother's quiet sadness, feeling disconnected from a world that's changing and a grandson who is just beginning to realise that another way of life existed before him. This revelation leads the grandson to make meaningful choices.
The film explores the emotions of both characters, the grandmother’s desire to hold onto fading traditions and the shared joy of working together as a family. These moments highlight the beauty of traditions being lost to commercialisation.
The grandmother fondly recalls the joy of Diwali in her time, not as a lesson but as a heartfelt transfer of happiness. This inspires the grandson to revive those traditions. It's not about teaching, but about sharing joy. The sentiment is captured by Parle-G’s message, ‘Genius wohi, jo auron ke khushi mein paye apni khushi’.
Covering the ground between campaigns, Vinod Kunj, Founder & Chief Creative Officer of Thought Blurb Communications sums it up. “Diwali ads pose a certain difficulty. The scope has been defined over and over, and a lot has been created on the subject. I am proud of the team who stepped across the boundaries of thought and brought this concept to light.”
The idea of returning to basics may not appeal to younger generations, but seeing family members from a fresh perspective definitely does. When this shift in perception occurs, the desire to rejuvenate relationships becomes essential. Parle-G's new Diwali film promises to help us view our families in a new light, along with our connection to the festival of Diwali.
Sometimes an idea comes from weeding away the chaff from the wheat. Renu Somani, National Creative Director of Thought Blurb Communications puts the sentiment in clear terms. “We went through the Diwali ads of many brands from the past and realised that this thought had not been explored, and not articulated as such. This concept had promise and we went for it.”
The 3-minute film, released on digital platforms has quickly gone viral, with widespread sharing across WhatsApp groups. This marks the third Thought Blurb Communications film for Parle-G to go viral in the past 40 days, following the success of their Ganpati and Teacher's Day campaigns.
