Mumbai, 30th March 2026: In Assam, Bihu is not just a festival – it is a living expression of music, dance, and community. This year, Parle-G brings this cultural truth to life through a thoughtfully crafted two-part campaign that celebrates the rhythms, voices and spirit of Bihu.
The films build on the brand’s enduring thought: “Jo auron ki khushi mein paaye apni khushi.”
The Prequel: A Music Video That Struck a Nostalgic Chord
The campaign began with a two-and-a-half-minute Bihu music video: an authentic cultural offering rather than a conventional brand film. Featuring Assamese actor Partha Hazarika, with music by Nilotpal Bora and vocals by Dikshu, the film captured the infectious energy of Bihu.
More significantly, it evoked a deep sense of nostalgia, with audiences drawing emotional parallels to Zubeen Garg, a voice synonymous with Assam’s musical identity.
The response was overwhelming: over 7 million views on YouTube and 5 million on Instagram within a week of launch.
The Main Film: Discovering the True Rhythm of Bihu
Building on this momentum, Parle-G unveiled the main film – a poignant story of a musician rediscovering his creative spirit.
The film follows Ahir, a musician struggling to compose a Bihu song within the confines of a studio. In search of inspiration, he steps out into the vast landscapes of Assam, eventually arriving at the banks of the Brahmaputra River. There, a humble boatman, played by Sagar Neil, becomes his unexpected guide.
Through a simple yet profound insight, he reminds Ahir that Bihu cannot be created within four walls – it must be felt in nature, in openness, and in the joy of people.
As Ahir journeys through lush forests into a vibrant Bihu celebration, he rediscovers his rhythm, and his connection to the culture he sought to capture.
Speaking about the campaign, Mayank Shah, Vice President, Parle Products, said:
“At Parle-G, we believe the truest happiness is the kind that’s shared. Bihu embodies this beautifully through its music and community spirit. With this campaign, we wanted to celebrate not just the festival, but the emotion behind it. At its heart, the story is simple – the joy you give is the joy you receive. The boatman, without expecting anything in return, helps the musician find his voice again. That quiet act of generosity reflects the very soul of this campaign.”
A Celebration Rooted in Culture
With this campaign, Parle-G moves beyond conventional festive storytelling to create a cultural tribute: one that respects, reflects, and resonates deeply with Assam. By placing music at the center, the brand celebrates not just Bihu, but the emotional connection people share with its songs, voices and traditions.
Vinod Kunj, Chief Creative Officer, Thought Blurb Communications, added:
“Our endeavour has always been to go deeper into each region and uncover what truly defines its cultural soul. With Assam, we found that while Bihu returns every year, this year felt different. The absence of Zubeen Garg – a voice that has defined Assam for decades, was deeply felt. This film became our way of acknowledging that emotion while celebrating the enduring spirit of Bihu. The audience response tells us we’ve struck a meaningful chord.”
Renu Somani Karwa, National Creative Director, Thought Blurb Communications, said:
“The thought ‘jo auron ki khushi mein paaye apni khushi’ is about discovering deeply human stories across India. With Bihu, we found a sublime expression of that idea. A simple boatman helps a musician rediscover his voice, not through instruction, but through generosity. That act of giving is what this campaign stands for. It’s how Parle-G builds emotional connections – through stories that are local in context, but universal in feeling.”
Auryndom Bose, Executive Creative Director, Thought Blurb Communications, added:
“We didn’t want to just depict Bihu; we wanted to understand where it comes from. In Assam, Bihu is inseparable from nature: the vast landscapes, the Brahmaputra, the openness of the skies. The music and movement emerge from this connection. This film is our attempt to capture that living, breathing spirit, where every note feels like an extension of nature itself.”
