The iconic brand pays tribute to tradition, artisans, and togetherness with its latest festive film.

Parle Products has unveiled a soulful new campaign for Parle-G, celebrating the cultural vibrancy and emotional spirit of Durga Puja. For decades, Parle-G has been a quiet but constant presence at festive gatherings-shared over addas, rituals, and family tea-time moments-symbolising the simple joys that fuel wisdom and connection. This campaign revives the timeless spirit of “G Maane Genius” for a new generation.

Set in Kumartuli, Kolkata’s famed neighbourhood where Durga idols are meticulously crafted, the film follows Aaroti, a young photographer, as she strikes an unlikely bond with an idol-maker. Over shared cups of tea and Parle-G biscuits, their relationship grows, blending tradition with modern aspirations. The story moves from the sculptor’s workshop to Aaroti’s art college, culminating in the grand Ashtami Shondhi Puja, where Parle-G once again becomes a symbol of warmth, togetherness, and festive joy.

Speaking about the campaign, Mayank Shah, Vice President, Parle Products, said:

“Parle-G has been part of countless festive traditions across India, celebrating not just the occasion but the emotions that bring families together. With this film, we aimed to capture compassion and kindness – virtues of Maa Durga – and show how they make every celebration more meaningful. Parle-G is more than a biscuit; it is a piece of every family’s memory and a companion in daily life. Through this campaign, we continue to strengthen that emotional bond across generations. That is what ‘G Maane Genius’ truly represents.”

The campaign highlights Parle-G’s enduring legacy – not just as a snack, but as a symbol of nostalgia, resilience, and cultural pride. By spotlighting artisans, emotions, and shared moments, Parle-G reaffirms its place at the heart of India’s festive celebrations.