Parle-G has released a new campaign film built around the Jagannath Rath Yatra, using the festival’s themes of devotion, compassion and community to tell a story rooted in the brand’s long-running philosophy.
The film returns to Parle-G’s familiar refrain – ‘Genius Wahi Jo Auron Ki Khushi Mein Paaye Apni Khushi’ – and builds a narrative around a simple idea: real happiness comes from making others happy. Set against the backdrop of the Rath Yatra, the campaign leans into faith, service and togetherness, framing the festival less as a religious spectacle and more as a moment that pulls communities together through small, generous acts.
Mayank Shah, chief marketing officer, Parle Products, said India’s festivals reflect the country’s “collective identity,” carrying forward values that have held generations together, and that brands like Parle-G have a role to play in keeping that cultural fabric alive through storytelling. He pointed to the Rath Yatra specifically as a symbol of “faith, inclusivity and selfless service” – values he said map directly onto the brand’s own philosophy. The intent, he added, was to build a narrative that outlasts the festival itself, reminding people that humanity often shows up in the smallest gestures of kindness.
The film is part of Parle-G’s broader festival-led content strategy, a space the brand has consistently used to anchor its “genius” positioning in cultural moments – this time using the Rath Yatra as the emotional backdrop for a story about empathy, generosity and shared joy.
