Parle-G expresses acts of kindness, extends 'G maane genius' thought

Parle Products has released a five-film campaign for its flagship biscuit brand, Parle G.

 

Conceptualised by Thought Blurb Communications, the campaign extends its 'G Maane Genius' positioning. In each of the five films, a child shows his empathetic side to press home the message 'genius wohi, jo auron ke khushi mein paye apne khushi' (a genius is one who is only happy when others around him are happy).

Mayank Shah, vice president - marketing, Parle, said, “The core values expressed in this campaign are quite strong. Young children around the world have an effortless capacity for empathy, which gives them a facility for goodness born out of innocence. We equate this to a higher intelligence relatable to genius. We needed to see if the idea had legs to travel through different formats and media.” 

 

Vinod Kunj, founder and CCO, Thought Blurb Communications, said, “We immediately realised that we needed to throw out all our preconceived notions of scripting. The short format gave us little time to establish relationships and situations. The establishing shots would have to portray the conflict and solutions presented simply. Nothing overly convoluted would work.”

 

Renu Somani, national creative director, Thought Blurb Communications, added,  “Emotions are not slaves to duration. We rejected the concept of shorter edits of the master films and created fresh masters in the short format. Each story is born from the need for 15-second stories and not pared down versions of the longer ones.”

 

CREDITS: 

 

Client: Parle Products

Brand: Parle-G

Vice president - marketing: Mayank Shah

Senior product manager: Megha Thakare

Deputy brand manager: Ashutosh Deshpande

Agency: Thought Blurb Communications

Chief creative officer: Vinod Kunj

National creative director: Renu Somani

Creative director: Shahid Hussain

Copywriters: Renu Somani, Shahid Hussain and Mayur Gosavi

Executive director: Nidha Luthra

Associate vice president: Israa Khan

Brand solutions executive: Timiha Kunj