Mumbai, Mar 16: Celebrating the spirit of togetherness and shared joy, Parle-G has unveiled a special Ugadi film for audiences in Karnataka, AP and Telengana. Created in Kannada and Telegu, the film captures the warmth of the festival while bringing alive a timeless message – that life, like Ugadi’s traditional Bevu Bella, is a blend of both sweetness and bitterness.
Celebrated as the New Year in several parts of southern India, Ugadi is marked by the ritual of preparing Bevu Bella, a symbolic mixture of jaggery and neem leaves. The sweetness of jaggery and the bitterness of neem represent the many emotions life brings, reminding people to accept joy and disappointment alike. In Andhra Pradesh and Telengana, the Bevu Bella is replaced by Ugadi Pachadi, again a concoction of Neem and Jaggery.
The film unfolds in a typical Kannada household preparing for the festival. While the mother decorates the house for Ugadi, the younger daughter sits grumpy after not being selected for her school’s cricket team. Her elder sister, Anagha, playfully reminds her of moments when she was happy after being chosen for other activities, a science project and a parade. Irritated, the younger sister dismisses the comparisons and walks away.
Later, as the family gathers to prepare Bevu Bella, the older sister arrives with only jaggery. The younger one immediately protests: how can Bevu Bella be made without neem? That moment becomes the turning point. The elder sister gently explains that just as Bevu Bella needs both jaggery and neem, life too brings sweetness and bitterness, and both must be embraced. The realization brings a smile back to the younger sister’s face, turning the moment into a warm family celebration of Ugadi.
Through this simple yet meaningful story, Parle-G once again reinforces its enduring belief that joy grows when it is shared, echoing the brand’s continuing campaign of ‘Jo auron ki khushi mein paaye apni khushi’. Thereby, building on the iconic G mane Genius story of the brand. You can watch the campaign here:
Speaking about the campaign, Mayank Shah, Vice President of Parle Products, said:
“Parle-G has been a part of everyday moments in Indian homes for generations. Festivals give us a unique opportunity to celebrate regional traditions and connect with consumers in a way that feels personal and meaningful. Our Ugadi film draws from the symbolism of Bevu Bella and reflects values that resonate deeply with families, sharing joy, accepting life’s ups and downs, and coming together as a community. With this Ugadi film, we wanted to create a simple, heartfelt moment that audiences in Karnataka, AP and Telengana would instantly recognise and connect with”
Vinod Kunj, Chief Creative Officer of Thought Blurb Communications, added:
“Most Ugadi work showcases the celebration of the festival. We delved into what it means to the people of the region. We looked at customs and traditions and stumbled upon a singularly unique ritual associated only with this festival. We loved the message it holds for the community and how that message is passed on to successive generations through a culinary ritual. When a brand as loved as Parle-G celebrates festivals through culturally rooted narratives, it strengthens a bond that already exists with consumers.”
Sharing the creative insight behind the film, Renu Somani Karwa, National Creative Director at Thought Blurb Communications, said:
“This is a talking film that was born out of talking to the people. A lot many people in Karnataka spoke of the Bevu Bella ritual with a fond reverence (known as Ugaadi Pachadi in AP, Telengana). The ritual of Bevu Bella beautifully captures the essence of Ugadi, the idea that life is a mix of sweetness and bitterness. That insight inspired a small, warm story between two sisters. The film reflects the everyday warmth of Indian homes, which felt perfectly aligned with Parle-G a brand that has always been part of those homes.”
Over the years, Parle-G has celebrated festivals across India through culturally rooted storytelling, from Durga Puja in eastern India to Onam in Kerala and Chhath Puja and Lohri in northern India. The Ugadi film continues this tradition, celebrating regional customs while reinforcing the brand’s timeless message of shared joy.
As families come together to welcome the New Year, the film serves as a gentle reminder that life’s sweetness and bitterness are both part of the journey, and that happiness grows when it is shared.
Campaign Credits:
Client: Parle Products
Vice President: Mayank Pravinchandra Shah
Senior Product Manager: Megha Thakare
Deputy Brand Manager: Anshuman Sharma
Agency: Thought Blurb Communications
Chief Creative Officer: Vinod Kunj
National Creative Director: Renu Somani Karwa
Executive Director: Nidha Luthra
Group Brand Solutions Manager: Charvi Chaudhari
Brand Solutions Manager: Timiha Kunj
