Parle-G has rolled out a campaign ahead of Ganesh Chaturthi that captures the spirit of the festival.

Conceptualised by Thought Blurb Communications, the film seeks to give a broader message around patriarchal norms that are embedded in our traditional festivities, while refraining from preaching.

The narrative revolves around the bustling preparations in a household as all members of the family come together to participate in the euphoria ahead of Ganesh Chaturthi, heralded by bringing the idol of Ganesha home. Amidst the festive merriment, a young girl innocently asks a question regarding who can bring the idol home. The reply leaves her disappointed as she is told that 'only men' can do the needful. Observing her crestfallen face, one of the protagonists questions the tradition, initially unsettling the older generation. However, as the film unfolds, the matter is resolved to everyone's satisfaction, leaving a smile on everyone's faces. Thus spelling out the film's tagline of ‘Genius wohi, jo auron ke khushi mein paye apni khushi’ (Those who find their happiness in others' joy are the true geniuses).

What we think about it: When it comes to religious rituals and traditions, there are certain norms we accept simply because they have always been that way. The film shines a light on one such facet of the Ganesh Chaturthi festival. While both genders actively take part in all aspects of the celebration, tradition dictates that the ritual of bringing the Ganpati idol home be conducted by men. The film sensitively depicts, through the eyes of a young girl, why outdated norms need to be reset and revamped to align with evolving mindsets. In doing so, it wisely steers clear of any social or moral overtones that could be perceived as 'offending religious sensibilities' amid today's rampant outrage culture.

Mayank Shah, vice president, Parle Products said, “Parle-G is usually a participant in every festival and celebration in virtually every household in the country. The idea is powerful enough to merit its own expression. The storyline steers it to the brand’s purpose and delivers its message. The underlying Brand message “Genius is the one, who believes that in the Joy of Others lies our own” is delivered beautifully with emotions that leave most viewers moist eyed.”

Vinod Kunj, chief creative officer, Thought Blurb Communications added, “This is the third in a series of long format films we have created for Parle-G that touch upon cultural and social occasions that bring us together. The brief for the strategy and creative team was to shine the light upon an aspect of the event that hasn’t been dwelt on before and deliver the ‘genius’ thinking that is the soul of the brand’s communication.”

Renu Somani, national creative director, Thought Blurb Communications said, “While every nuance of Ganesh Chaturthi has been covered extensively across every aspect of the communication spectrum, there are some facets that are still not explored. Traditions have always existed, and we all follow them to tell our stories. The way the story unfolds, it carries the brand message of true genius being about using one’s imagination to bring happiness to others.”