Parle-G has launched a new campaign centred on the Jagannath Rath Yatra, celebrating the festival’s values of faith, compassion and selfless service through a heartfelt brand film.
Built around the brand philosophy, ‘Genius Wahi Jo Auron Ki Khushi Mein Paaye Apni Khushi’, the campaign tells a story of finding happiness by bringing joy to others. Set against the backdrop of the Jagannath Rath Yatra, the film explores themes of devotion, community and generosity, portraying festivals as occasions that unite people through shared experiences and acts of kindness.
Commenting on the campaign, Mayank Shah, Chief Marketing Officer, Parle Products, said, “India’s festivals are a reflection of our collective identity, carrying forward traditions and values that have united generations. At Parle-G, we believe brands have a meaningful role to play in preserving and celebrating this cultural fabric through stories that resonate deeply with people. Jagannath Rath Yatra is a powerful symbol of faith, inclusivity and selfless service, values that are closely aligned with our philosophy of ‘Genius Wahi Jo Auron Ki Khushi Mein Paaye Apni Khushi.’ Through this campaign, we wanted to create a narrative that goes beyond the festival itself and reminds us that the greatest expressions of humanity are often found in simple acts of kindness that bring joy to others.”
The campaign forms part of Parle-G’s festival-led communication strategy and uses the Jagannath Rath Yatra as a backdrop to reinforce the values of empathy, generosity and togetherness.
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