Mumbai: Thought Blurb Communications has released a new three-minute Parle-G Diwali film, highlighting concerns about the erosion of tradition and the tokenism gradually seeping into this grand festival. This is the third film created by Thought Blurb Communications for Parle-G in the last 40 days, following films for Ganpati and Teacher’s Day.

The narrative centers on a grandmother who feels despondent and alienated by a changing world and her grandson, who begins to understand the world that existed before his time. This realisation leads to significant decisions on the grandson’s part. The film explores various aspects of both characters, emphasising the need to preserve a way of life and the joy of working together as a family during celebrations, traditions that are fading as commercialisation takes over.

The grandmother shares her memories of the joy that Diwali once brought, imparting a lesson that the grandson implicitly learns, compelling him to revive these customs. This moment isn’t framed as a teaching moment but as a transfer of joy, which aligns with the brand’s message: ‘Genius wohi, jo auron ke khushi mein paye apni khushi’.

As Parle Products VP Mayank Shah puts it, “At every point of the spectrum, Parle-G films hope to evoke a certain amount of emotion. This has been a cornerstone of our past work. This Diwali, we decided to highlight our Diwali traditions in a unique way that has so far been unexplored.”

Thought Blurb Communications founder & chief creative officer Vinod Kunj sums it up. “Diwali ads pose a certain difficulty. The scope has been defined over and over, and a lot has been created on the subject. I am proud of the team who stepped across the boundaries of thought and brought this concept to light.”

Sometimes an idea comes from weeding away the chaff from the wheat. Thought Blurb Communications national creative director Renu Somani said, “We went through the Diwali ads of many brands from the past, and realized that this thought had not been explored, and not articulated as such. This concept had promise and we went for it.”

Returning to basics is not a popular concept that resonates with younger people. However, seeing family members in a whole new light certainly is. When that perception sets in, the impulse to renew the relationship becomes imperative. By all accounts, Parle-G’s new Diwali film will make us look at or family in a whole new light. And with it, our relationship to Diwali.