Mumbai, 15th June 2026: Parle-G, India’s most loved biscuit brand from Parle Products, has unveiled a new campaign that builds on its enduring brand platform, ‘Jo Auron Ki Khushi Mein Paaye Apni Khushi’.
Over the years, the platform has evolved through long-format, mid-format and short-format storytelling, consistently reinforcing the importance of empathy and human connection. The latest chapter continues that journey through a series of bite-sized yet emotionally resonant stories that demonstrate how acts of kindness, however small, can make a meaningful difference in someone’s life.
These films explore moments that are both relatable and universal. In ‘School Drop’, a schoolgirl welcomes a nervous new student on his first day at school. In ‘Family Tree’, a young boy lightens the day of his pregnant, work-from-home mother through a thoughtful gesture. In ‘Asura’, a child helps a fellow performer enjoy a biscuit despite being restricted by an elaborate costume.
Commenting on the campaign, Mayank Shah, Chief Marketing Officer, Parle Products, said:
“For decades, Parle-G has celebrated a definition of genius that goes beyond conventional measures of success. With this latest chapter of ‘G Maane Genius’, we wanted to spotlight a quality that is often overlooked today, the ability to create happiness for others. Across every film, the iconic biscuit becomes a bridge between people – helping break the ice, offer comfort, express care, foster inclusion and create moments of connection. The brand is woven organically into each narrative, becoming an enabler of empathy rather than a passive presence.”
He elaborated further, “As a brand that has been part of Indian households for generations, we believe it is important to celebrate these everyday acts of goodness and inspire a broader conversation around what truly deserves recognition in our society. In our view, the people who enrich the lives of others are the real geniuses among us.”
Directed by acclaimed filmmaker Martin Prakkat, the films employ cinematic storytelling and visual narratives to communicate powerful emotions without the use of dialogue.
Vinod Kunj, Founder and Chief Creative Officer, Thought Blurb Communications, added:
“The enduring quality of these films is its unassuming simplicity. The viewer is taken on a visual journey that moves from discovery to engagement to an act of genius to empathy. All in just 20 seconds! Cracking that code was the tough part. The challenge was to create emotionally engaging narratives while ensuring that the brand played a meaningful role within each story. Our approach was to treat these ads with the same cinematic attention that one would bring to a much longer narrative. Which is also why the crew we employed on the project was entirely drawn from mainstream Indian cinema. We focused on authenticity, performance and visual storytelling so that the emotions would feel natural and relatable.”
Renu Somani, National Creative Director, Thought Blurb Communications, said:
“Children have an extraordinary ability to recognise what others are feeling. They often respond with kindness instinctively, without overthinking it. That observation became the foundation of these stories. One of the most exciting aspects of the campaign was the decision to tell stories without dialogue. That pushed us to rely entirely on visual cues, behaviour and emotion. Every frame had to work harder, and every gesture had to feel genuine. The result is a set of films that communicate through observation and feeling, allowing audiences to connect with the stories in their own way.”
The campaign is being rolled out across television, OTT, digital and social media platforms, extending Parle-G’s long-standing commitment to celebrating values that bring people together.
