Mumbai, 28th July, 2025: Parle Products, India’s leading manufacturer of biscuits and confectionery, has launched its new Friendship Day campaign under the tagline: Jo auron ki khushi mein paye apni khushi, Parle-G, G Maane Genius. The film takes a refreshing look at modern-day friendships through the eyes of a young girl and offers a touching twist honouring the unsung role of mothers as our truest companions.
Conceptualized and crafted by Thought Blurb Communications, the campaign moves beyond traditional portrayals of friendship to spotlight a more intimate, often overlooked connection, the one that quietly grows between generations. It captures a universal truth, as daughters grow up, many discover that their mother is not just a parent, but a confidante, a cheerleader, and ultimately, their closest friend.
Reflecting the generational shift in parenting, the film showcases how today’s mothers are more emotionally in tune, open, adaptable, and deeply involved in their children’s world. Whether it’s making reels, learning trends, or offering silent support, they are redefining what it means to show up not just as a parent, but as a friend.
Commenting on the campaign, Mayank Shah, Vice President – Marketing, Parle Products, said “Friendship isn’t just about who we laugh with — it’s also about those who quietly stand by us through every step of life,” said Mayank Shah, Vice President at Parle Products. “Through this film, we honour not just the bonds with friends, but the deeper bonds of companionship with those who are our silent pillars of support—our mothers, sisters, mentors—who’ve moulded us with love and care. Parle-G has always celebrated core emotions, and that is the strength of the brand. The fact that we understand and empathise with our near and dear ones comes through naturally in this well-crafted film.”
The film follows a young girl as she tries to choose her “best friend” for Friendship Day, only to realize that the one who’s always been there quietly supporting and understanding her, is her mother. It’s a gentle reminder of the unspoken, nurturing bond that makes the mother-daughter relationship one of the most enduring friendships in our lives. Through this tender realisation, the campaign reinforces the brand’s core message, “Jo auron ki khushi mein paye apni khushi, Parle-G, G Maane Genius,” reminding audiences that true genius lies in recognising selfless love and unspoken bonds that enrich our lives every day.
With this campaign, Parle-G continues to celebrate emotional intelligence, inviting audiences to honour the friendships that don’t begin in playgrounds, but in kitchens, dining tables, and the comforting silences of everyday life.
Campaign Credits:
- Client: Parle Products
- Vice President: Mayank Pravinchandra Shah
- Senior Product Manager: Megha Thakare
- Deputy Brand Manager: Rahul Yadav
- Deputy Brand Manager: Anshuman Sharma
- Creative Agency: Thought Blurb Communications
- Chief Creative Officer: Vinod Kunj
- National Creative Director: Renu Somani Karwa