Mumbai, June 10 : Parle Products, India’s biscuit and confectionery manufacturer, has unveiled a new chapter of its iconic ‘G Maane Genius’ campaign, inviting audiences to rethink what it truly means to be a genius. Challenging conventional notions that associate genius with academic excellence, talent, or achievement, the campaign celebrates those who instinctively put others first and derive happiness from bringing joy to the people around them.
Built around the thought “Genius Wahi Jo Auron Ki Khushi Mein Paye Apni Khushi,” the campaign unfolds through three heartwarming films, School Drop, Family Tree, and Asura, each capturing a different expression of selflessness and human connection.
In School Drop, a young boy’s thoughtful act demonstrates how genuine happiness can come from prioritising someone else’s needs over one’s own. Family Tree celebrates the bonds that connect generations, showing how preserving memories and relationships can become a meaningful gift for loved ones. Meanwhile, Asura presents an unexpected perspective on compassion, highlighting how empathy and understanding can triumph over self-interest.
Together, the films shine a light on everyday individuals whose actions may seem small but create a lasting impact on those around them. Through relatable stories rooted in real-life emotions, the campaign reinforces Parle-G’s belief that true genius lies not in personal accomplishments alone, but in the ability to make others smile, feel valued, and experience joy.
Speaking about the campaign, Mayank Shah, Vice President, 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. The stories of School Drop, Family Tree, and Asura remind us that some of life’s most meaningful moments are shaped by empathy, thoughtfulness, and selfless actions. 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.”
With this campaign, Parle-G continues its legacy of creating communication that resonates deeply with Indian families while reflecting timeless values of goodness, sharing and togetherness. By celebrating everyday heroes and small acts of kindness, the brand seeks to spark a larger cultural conversation around what it means to be truly extraordinary.
Link to the TVC:
- School Drop
- Family Tree
- Asura
Campaign Credits:
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Client – Parle Products Private Limited
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Brand – Parle-G
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Chief Marketing Officer – Mayank Pravinchandra Shah
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Senior Category Manager – Megha Thakare
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Deputy Brand Manager – Anshuman Bharat Sharma
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Creative Agency – Thought Blurb Communications
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Chief Creative Officer – Vinod Kunj
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National Creative Director – Renu Somani Karwa
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Director – Martin Prakkat