Parle Products has launched a new campaign for its iconic brand, Parle-G, to celebrate the grandeur and cultural essence of Durga Puja. The campaign, created by Thought Blurb Communications, tells the story of Aaroti, a young photographer, and her interaction with a humble idol-maker in Kumartuli, the sculptors’ hub of Kolkata. Vinod Kunj, Founder and CCO of Thought Blurb Communications, spoke about the inspiration behind the campaign, which aimed to navigate the delicate balance between tradition and modernity.
Kunj explained that Kumartuli was chosen as the backdrop for the campaign because it is a legendary artists’ enclave in Kolkata, where spirituality and expression come together. The campaign’s big idea was to focus on celebration over commerce, with the brand wishing customers a happy Durga Puja rather than trying to sell them something. This approach was intentional, as the brand wanted to seem like a friend wishing another well, rather than a sales representative.
The campaign also intentionally juxtaposed youth and tradition through the protagonist, Aaroti, who represents a younger generation that is rooted in tradition. Kunj noted that this was a deliberate choice to challenge the conventional wisdom that young people are only interested in modernity. Instead, the campaign aimed to show that tradition and modernity can coexist and that the brand can be a part of this cultural narrative.
The campaign avoided surface-level storytelling by focusing on the emotional connection with the audience. Kunj said that the goal was to go beyond the greeting card stage and address the audience on a deeper level. The script was carefully crafted to convey the brand’s promise and to make the audience feel something, rather than just remembering a greeting card.
Kunj also spoke about the potential tension between emotional storytelling and brand visibility, but noted that the campaign was designed to wish the audience a happy Durga Puja, rather than to sell them something. He emphasized that emotion is something that nobody can escape, and that the goal of the campaign was to make the audience remember the brand and feel favorably towards it.
Regarding nostalgia and connecting with younger audiences, Kunj noted that nostalgia is not just the realm of the elderly, but can also be a powerful force for younger generations. He said that the need to be part of something larger than oneself is becoming increasingly important, and that brands can tap into this desire by creating emotional connections with their audiences.
Finally, Kunj offered some advice for young creatives, brand custodians, and filmmakers, saying that they should talk to people from different backgrounds and cultures to gain a deeper understanding of the world. He noted that there are many levels of culture in India that can surprise and bewilder, and that there are many discussions that people may not have heard that they need to be aware of. By doing so, creatives can create more nuanced and effective campaigns that resonate with their audiences.