Mumbai, 29th October 2025: Parle-G’s latest film for Chhath Puja has struck an emotional chord across India’s heartland, going viral within days of its release. Continuing the brand’s ongoing thought, “Genius wohi, jo auron ke khushi mein paaye apni khushi,” the film captures how small acts of care can turn ordinary moments into something deeply meaningful.
Across Bihar, Jharkhand, and eastern Uttar Pradesh, Chhath Puja holds deep emotional significance. It is a festival of faith, discipline, and gratitude toward nature. The rituals, the fasts, and the offerings to the setting and rising sun reflect devotion that is both spiritual and deeply human.
In the film, this spirit is seen through a simple yet moving moment. Anjali, who has always performed the Chhath Puja rituals, is advised by her family and doctor to rest this year. The festival arrives, but she stays indoors, watching from afar as her family prepares to leave for the Ghat. Her young nephew notices her sadness. He realises that while his aunt may not be able to go to the Ghat, surely he can bring the Ghat home to her. His simple act of thoughtfulness becomes the heart of the story.
Following its widely appreciated Durga Puja and Onam films, Parle-G’s Chhath Puja film released on October 9, 2025, has quickly become one of the brand’s most shared regional campaigns. The film has resonated deeply in Bihar and Uttar Pradesh, where it continues to be circulated organically across social media platforms and messaging groups, and celebrated for its authenticity and honesty.
Mayank Shah, Vice President of Parle Products, says, “Parle-G has always been part of India’s festivals and family traditions, not just as a biscuit, but as a companion to the moments that truly matter. This Chhath Puja, our campaign celebrates empathy, thoughtfulness, and the small gestures that bring immense joy to loved ones. Every festival, Parle-G aims to inspire families to celebrate love, care, and togetherness, reflecting our vision that true genius lies in spreading happiness and creating meaningful moments that strengthen bonds. ‘G Maane Genius’ is about cherishing these simple yet powerful acts that make life and festivals truly memorable.”
Vinod Kunj, CCO of Thought Blurb Communications, adds, “When a brand speaks to people in their cultural language, it creates a genuine sense of belonging. For Parle-G, regional storytelling is not about localisation, but about truth. The Chhath Puja film’s organic response across Bihar, Uttar Pradesh and heartland India shows how deeply people connect when they see their lives represented with sincerity. The fact that Chhath is being considered for UNESCO’s Intangible Cultural Heritage list only reinforces how important such stories are to our shared cultural identity.”
Renu Somani, National Creative Director at Thought Blurb Communications, says, “Our creative task was clear; to keep the sanctity of Chhath Puja intact while appealing to the cultural sensibilities of the region. We wanted to show the festival as the people live it, without embellishment or exaggeration. At the same time, the story had to bring alive Parle-G’s thought, ‘Jo auron ke khushi mein paaye apni khushi.’ The boy’s thoughtful gesture became that perfect bridge. It captured how love, empathy, and tradition can coexist in their purest form, reflecting the quiet genius that defines the brand.”
Through its ongoing series of festival films, Parle-G continues to celebrate the values that unite India’s many cultures. Each story finds beauty in small acts of care, echoing the brand’s belief that true genius lies in empathy and love.
Reach and impact:
- The film was trending on Twitter’s Top 5 positions in India on Sunday, October 26.
- The film has garnered a staggering 32.5 million plus views on YouTube.
- On Meta, the film has 27.9 million impressions with a VTR of 70.8%.