For Indians, Diwali is not just a festival, but a cherished tradition that weaves together generations through stories, rituals, and the warmth of family. However, if you ask the older generation about this luminous celebration, you might encounter a bittersweet narrative. They often lament the erosion of tradition, observing how tokenism and commercialization have begun to overshadow the festival’s authentic spirit. This poignant sentiment serves as the backdrop for the new Diwali film by Parle-G. Let’s delve deeper into their compelling ad film, which masterfully blends creativity and emotional resonance.
A Journey of Rediscovery
Crafted by Thought Blurb Communications, the three-minute film encapsulates the emotional journey of a grandmother who feels increasingly alienated in a rapidly changing world. In contrast, her grandson is just beginning to uncover the rich tapestry of traditions that once defined their family’s Diwali celebrations. This generational gap sets the stage for a touching narrative that emphasizes the importance of connection and shared joy. The heart of the film lies in the interplay between nostalgia and the desire for reconnection. As the grandmother reminisces about the joy and togetherness that characterized Diwali in her youth, the grandson finds himself compelled to revive these traditions. The film beautifully illustrates the need to hold on to one’s cultural heritage, showcasing the joy of working together as a family during festive occasions.
Through simple yet powerful storytelling, Parle-G conveys the message that true happiness lies in the joy of others, encapsulated in the phrase, “Genius wohi, jo auron ke khushi mein paye apni khushi.” This emotional resonance is a hallmark of Parle-G’s advertising strategy, as noted by Mayank Shah, vice-president of Parle Products. He emphasizes that each film aims to evoke strong emotions, and this Diwali, they sought to highlight the festival’s traditions in a fresh, yet deeply relatable manner.
Breaking New Ground in Festive Advertising
The challenge of creating impactful Diwali advertisements is not lost on Vinod Kunj, founder and chief creative officer of Thought Blurb Communications. He acknowledges that the thematic scope of Diwali ads has been explored extensively over the years, making it difficult to present something new. Kunj expresses pride in his team’s ability to break boundaries and bring forth a concept that resonates with the essence of the festival. Renu Somani, the national creative director of Thought Blurb Communications, mentions that the team meticulously analyzed past Diwali campaigns to identify unexplored themes. This thoughtful approach led them to realize that the emotional connection between family members, especially during the festival, had not been articulated in this manner before. This promise of a fresh perspective inspired them to pursue the concept wholeheartedly.
A Call to Renew Family Connections
Parle-G’s new ad film is more than just an advertisement. It serves as a gentle reminder of the richness of our traditions and the importance of familial bonds. It encourages us to reflect on our relationships and how we celebrate the festival of lights. Embracing the message of rediscovery, we may find ourselves looking at our families and our Diwali celebrations in a whole new light. While the idea of returning to basics may not universally resonate with younger audiences, the film’s portrayal of family members in a new light is bound to strike a chord. As viewers watch the grandson’s journey of rediscovery, they may feel an instinctive urge to renew their relationships with family members and reconnect with the true spirit of Diwali.
