Parle Products has unveiled its latest Onam campaign, “Jo auron ki khushi mein paye apni khushi, Parle‑G, G Maane Genius,” celebrating the festival’s true essence of unity and shared joy. Conceptualised by Thought Blurb Communications, the digital film follows a family returning to their roots, reaffirming that Onam is as much about collective memories as it is about tradition.
Set against the vibrant tableau of pookkalam-building, spirited Onasadya preparations, and childhood laughter, the narrative captures how cultural bonds survive even as times change. Mayank Shah, Vice President – Marketing at Parle Products, remarked, “Happiness becomes meaningful only when it is shared. That’s the core of Parle‑G being present in those simple, collective moments that become lifelong memories.”
Vinod Kunj, Chief Creative Officer at Thought Blurb, adds: “Onam is about families making the festival happen themselves. In today’s fast-paced world, we wanted to remind Malayalees that the true spirit lies in those little acts of togetherness. The spirit of Parle‑G is, after all, the spirit of the real India.”
The campaign stands out in this season of heightened brand storytelling, which has seen a 15–20% rise in overall ad spending in Kerala across media channels. With consumers drawn to narratives rooted in culture, brands are using Onam campaigns to tap into nostalgia, familial bonds, and regional resonance.
Parle‑G’s Onam film not only embraces festivity-it becomes part of the festival, reminding everyone that togetherness is the most enduring tradition.
