Parle-G has rolled out a campaign for Lohri that reflects how Indian festivals often carry emotions far deeper than the occasion itself. 

Conceptualised by Thought Blurb Communications, the campaign consists of an ad film.

Set in rural Punjab, the film centres on a father who leaves his ancestral land for a settled life in Canada, and a daughter who aims to revive the family’s failing fields using modern agricultural knowledge. As the father departs ahead of Lohri, he recalls telling her that the land is not just soil, but their mother, a thought she returns to while studying, with the brand appearing quietly in the background. Urged by the mother to return for one last Lohri, the father comes back and sees what his daughter has built, and what the land has become again. The film ends with the daughter saying that when they can fulfil their dreams on their own land, then why work on another land for her father? And the film ends with the bonfire of Lohri and celebrations.

What we think about it: The film’s strength lies in its restraint, letting emotion, music, and cultural truth do the work instead of leaning on dramatics or overt branding. At times, that same subtlety makes Parle-G feel almost too backgrounded, but the trade-off is a story that feels human and deep rather than constructed.

 Mayank Shah, vice president, Parle Products, said, “At Parle-G, our relationship with festivals has always been about continuity rather than momentary relevance. For a brand that has grown alongside people across every stratum of Indian society, empathy comes naturally. Lohri represents the inheritance of land, values, intent, and the responsibilities we pass forward. This film reflects our belief that true genius lies in making choices that respect our origins, while allowing the future to evolve with clarity and care. That is how Parle-G engages with culture, not by momentarily entering traditions, but by standing with the people who live them, year after year.”

Vinod Kunj, chief creative officer, Thought Blurb Communications, added, “Punjab is shaped by its five rivers, its fertile land, and the people who have tilled it for generations. Here, the land is not just a livelihood; it is an inheritance, memory, and identity. Much like The Good Earth speaks of a farmer’s bond with soil, this film explores that quiet, unspoken belonging that the land gives back to those who nurture it. Lohri became the perfect moment to tell a story where emotion rises from the earth itself.”

Renu Somani Karwa, national creative director, Thought Blurb Communications, said, “Punjab is emotion at full volume - loud in celebration, fierce in its love for the land, and childlike in its tears. Here, emotions don’t simmer; they arrive fully alive. Lohri became the doorway into that truth. Conceived at Thought Blurb, the story unfolds through a father’s dilemma, ancestral land, and a daughter who brings her tech knowledge to honour his word - carried by upbeat music and the rhythmic pulse of tappé, driven as much by emotion as by narrative.”

CREDITS:

Client: Parle Products

Brand: Parle-G

VP marketing: Mayank Pravinchandra Shah

Senior product manager: Megha Thakare

Deputy brand manager: Anshuman Bharat Sharma

Creative agency: Thought Blurb Communications

Chief creative officer: Vinod Kunj

National creative director: Renu Somani Karwa

Writer: Renu Somani Karwa

Executive director: Nidha Luthra

Brand solutions manager: Timiha Kunj