Parle Products has unveiled a new Ugadi campaign film for its iconic biscuit brand, Parle-G, drawing inspiration from the traditional Bevu Bella ritual that marks the beginning of the festival. The ritual, a mixture of neem and jaggery, symbolises the balance of bitter and sweet experiences in life-an idea that forms the emotional core of the campaign.

The film uses this cultural metaphor to tell a touching family story, reflecting how life is a blend of joy and challenges. Through everyday moments and heartfelt interactions, the narrative reinforces Parle-G’s long-standing brand philosophy captured in the message: “Genius Wahi Jo Auron Ki Khushi Mein Paaye Apni Khushi.” The story highlights empathy, generosity, and the simple happiness that comes from sharing moments with loved ones.

The campaign is primarily targeted at audiences in Karnataka, Andhra Pradesh, and Telangana, regions where Ugadi is widely celebrated as the beginning of the new year. By grounding the story in a familiar festival tradition, the brand aims to connect with consumers through cultural relevance and emotional authenticity.

Speaking about the campaign, Mayank Pravinchandra Shah, Chief Marketing Officer at Parle Products, said that Parle-G has been part of India’s shared moments for generations. He emphasised that today’s families look for deeper meaning in festivals beyond rituals, and the Ugadi message of embracing both the sweet and bitter sides of life resonates strongly with this evolving mindset.

Adding to this, Vinod Kunj, Chief Creative Officer at Thought Blurb Communications, noted that the Bevu Bella tradition provided a powerful cultural metaphor. The team sought to craft a narrative rooted in real family dynamics and festive warmth, capturing the emotional richness of Ugadi while staying true to the timeless values associated with the Parle-G brand.