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Parle-G: G Maane Genius (2024)
Jo auron ki khushi mein paye apni khushi.
In this series of bite-sized films, the intuitive need to help others is encompassed in the signature thought, ‘Genius wohi, jo auron ke khushi mein paye apni khushi’.
The simplicity of the films is key to the campaign’s effectiveness. These are situations that every child would have faced. The portrayal of sensitivity in the protagonist child is not shown as a moral lesson or a teachable moment. In fact, the protagonists are neither good, nor bad. The statement clearly defines the brand’s definition of a genius, in any child. These are the values that the ads seek to inculcate in children without speaking from a pulpit.
For the parent in the room, the message is clear. Parle-G stands for a feeling of empathy and sacrifice in children. These attributes are the sublimation of uncorrupted compassion and the need to protect, help and make others happy. The shorter version of the campaign brings a new dimension to the concept of ‘genius’ and makes it an everyday demonstration of emotion in its purest form.