Mumbai, Mar 11: Parle Products, India’s leading manufacturer of biscuits and confectionery, has launched a special Ugadi campaign for its iconic brand Parle-G. Rooted in the cherished tradition of Bevu Bella, the new film beautifully captures the essence of Ugadi symbolizing the balance of sweet and bitter experiences that mark the beginning of a new year.
The film draws inspiration from the Ugadi ritual of Bevu Bella, a symbolic mixture of neem (bitter) and jaggery (sweet) reflecting the belief that life is a blend of joys and challenges. Bringing this philosophy alive, the narrative underscores the campaign’s central message: “Genius Wahi Jo Auron Ki Khushi Mein Paaye Apni Khushi.” Through a touching story, the film highlights how true fulfillment comes from sharing happiness and standing by one another through every phase of life.
Parle-G has always represented everyday moments of care, warmth, and togetherness. With this festive campaign, the brand strengthens its emotional bond with families across Karnataka, Andhra Pradesh, and Telangana, celebrating resilience, empathy, and shared happiness during one of the region’s most significant festivals.
Commenting on the campaign, Mayank Pravinchandra Shah, Chief Marketing Officer, Parle Products, said, “Parle-G has been part of India’s shared moments for generations, and that comes with a deep responsibility to stay culturally relevant and emotionally authentic. Our consumer insight shows that today’s families seek meaning in festivals beyond ritual, they value stories that reflect real life. Ugadi’s message of embracing both the sweet and bitter mirrors this truth. Through this film, we are not just celebrating a festival, but reinforcing our brand philosophy that true genius lies in empathy, generosity and finding joy in others’ happiness. That enduring emotional connect is what continues to drive our relevance across generations.”
Adding to this, Vinod Kunj, Chief Creative Officer, Thought Blurb Communications, said, “The tradition of Bevu Bella offered a powerful cultural metaphor. We wanted to craft a story that felt authentic, rooted, and emotionally resonant. The idea was to reflect real family dynamics and festive warmth while subtly conveying the larger philosophy of empathy and shared joy. The film captures the emotional richness of Ugadi while staying true to the timeless values that Parle-G represents.”
With this campaign, Parle-G continues to strengthen its cultural relevance and festive salience, reaffirming its place in the hearts of families as more than just a biscuit, but a symbol of care, tradition, and togetherness.
