Parle-G has unveiled a new chapter of its iconic ‘G Maane Genius’ campaign, reinforcing the belief that true genius lies in the ability to create happiness for others through everyday acts of kindness and empathy.
Conceptualised by Thought Blurb Communications and rolled out in 13 languages, the campaign features three short films: School Drop, Family Tree, and Asura, each showcasing relatable moments where compassion and thoughtfulness make a meaningful impact. The initiative continues Parle-G’s long-standing brand philosophy of celebrating values that strengthen human relationships and foster emotional connections.
The films capture simple yet powerful stories. School Drop portrays a schoolgirl helping a nervous new student feel welcome on his first day. Family Tree highlights a young boy’s thoughtful gesture that brightens the day of his pregnant mother working from home. Asura tells the story of a child who helps a fellow performer enjoy a biscuit despite the limitations of an elaborate costume.
Through these narratives, the campaign broadens the definition of genius by recognising empathy, inclusion, and selflessness as qualities that enrich the lives of others. The iconic Parle-G biscuit serves as a symbol of connection, helping break barriers, offer comfort, and create moments of togetherness.
Commenting on the campaign, Mayank Shah, Chief Marketing Officer, 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. Across every film, the iconic biscuit becomes a bridge between people, helping break the ice, offer comfort, express care, foster inclusion, and create moments of connection. The brand is woven organically into each narrative, becoming an enabler of empathy rather than a passive presence.”
He further added, “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.”
Directed by acclaimed filmmaker Martin Prakkat, the films use cinematic storytelling and visual narratives to communicate emotions without dialogue, allowing viewers to connect with the stories through expressions, actions, and shared experiences.
Vinod Kunj, Founder and Chief Creative Officer, Thought Blurb Communications, said, “The enduring quality of these films is their unassuming simplicity. The viewer is taken on a visual journey that moves from discovery to engagement to an act of genius to empathy. All in just 20 seconds. The challenge was to create emotionally engaging narratives while ensuring that the brand played a meaningful role within each story. We focused on authenticity, performance, and visual storytelling so that the emotions would feel natural and relatable.”
Renu Somani, National Creative Director, Thought Blurb Communications, added, “Children have an extraordinary ability to recognise what others are feeling. They often respond with kindness instinctively, without overthinking it. That observation became the foundation of these stories. The decision to tell the stories without dialogue pushed us to rely entirely on visual cues, behaviour and emotion, creating films that audiences can connect with in their own way.”
The campaign is being promoted across television, OTT, digital and social media platforms, further strengthening Parle-G’s commitment to celebrating humanity, empathy and the values that bring people together.
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