CE DESK 
Parle-G’s latest Chhath Puja campaign highlights small acts of kindness and family togetherness, going viral across Bihar, Uttar Pradesh, and Jharkhand with its authentic portrayal of tradition and care.
Distributing empathy in Chhath Puja ads put out by Parle-G won the hearts of many across the country. The ad centers on a young boy and his pregnant aunt, who gets advised against attending the Chhath Puja rituals, for they may be too crowded for her health. The aunt is obviously upset. To allow her to partake in the rituals, the boy makes a ghat out of mud, flowers, and water, to create a safe and enjoyable experience for her.
The narrative captures love and selflessness in families, while also paying attention to the togetherness, devotion, and care of the festival. The greatest happiness comes from seeing the joy of others, and while this is a simple act, it is profound, explaining the ‘Genius’ identified by the festival. The steadfast association of Parle-G with the festival as a symbol of joy, enhances the emotional meaning of the ad.
The film, and recognition of Parle-G as a symbol of joy in the festival, has been especially resonant in regions of Bihar, Uttar Pradesh, and Jharkhand. The ad captures the culture of Chhath Puja, and viewers reminisce about their challenges while the festival is in full swing. The adherence to traditions, and the emotions it captures, evokes connectedness for many.
Once again, the film capturing attention on social media, reinforces the Parle-G brand values of empathy and togetherness.
