Parle-G has launched a new multimedia campaign centred on empathy and everyday kindness, expanding its long-standing brand philosophy of finding joy in the happiness of others.
Conceptualised by Thought Blurb Communications, the campaign has been released in 13 languages across television, OTT, digital and social media platforms, aiming to connect with audiences through simple yet meaningful stories.
Stories built around human connection
The campaign features a series of short films that showcase moments of compassion and understanding in everyday life.
One film portrays a schoolgirl helping a nervous new student feel welcome on his first day. Another highlights a young boy supporting his pregnant mother while she works from home. A third shows a child helping a fellow performer enjoy a biscuit despite being dressed in an elaborate costume.
Through these stories, Parle-G positions its iconic biscuit as a symbol of care, inclusion and connection.
Brand focuses on empathy
Mayank Shah, Chief Marketing Officer of Parle Products, said the campaign seeks to celebrate a form of intelligence that extends beyond academic or professional achievement.
According to Shah, the latest chapter of the brand’s “G Maane Genius” platform recognises people who create happiness for others through small acts of kindness.
He noted that the biscuit is woven naturally into each story, serving as a bridge between people rather than simply appearing as a product.
Visual storytelling takes centre stage
The campaign films have been directed by filmmaker Martin Prakkat and rely almost entirely on visual storytelling rather than dialogue.
Vinod Kunj, Founder and Chief Creative Officer of Thought Blurb Communications, said the challenge was to tell emotionally engaging stories within a short duration while ensuring the brand remained integral to the narrative.
National Creative Director Renu Somani added that children’s natural ability to recognise and respond to the emotions of others inspired the campaign’s core concept.
The films use expressions, actions and subtle gestures to communicate emotions, allowing viewers to connect with the stories in a personal and relatable way.