Parle-G releases two part Bihu campaign exploring music, memory and shared joy

Mayank Shah, Vice President, Parle Products, and Vinod Kunj, Chief Creative Officer, Thought Blurb Communications, highlight storytelling rooted in music, nostalgia, and community connection

Mumbai, March 31, 2026: Parle-G has launched a two part campaign celebrating the festival of Bihu, focusing on music, culture, and shared community experiences in Assam.
The campaign builds on the brand’s thought, “Jo auron ki khushi mein paaye apni khushi,” and presents Bihu as a reflection of collective joy expressed through music and tradition.

The first phase of the campaign featured a music video that captured the energy and cultural depth of Bihu. Featuring Assamese actor Partha Hazarika, with music by Nilotpal Bora and vocals by Dikshu, the film resonated strongly with audiences and drew comparisons to the musical legacy associated with Assam. The video recorded over 7 million views on YouTube and 5 million on Instagram within a week.
The second film follows the story of a musician searching for inspiration while attempting to compose a Bihu song. Moving beyond the confines of a studio, he travels through Assam and finds guidance from a boatman near the Brahmaputra River. The journey highlights how cultural expression is shaped by nature, community, and lived experiences.

Mayank Shah, Vice President, Parle Products, said, “At Parle-G, we believe the truest happiness is the kind that’s shared. Bihu reflects this through its music and community spirit. This campaign focuses on the emotion behind the festival, where giving and connection define the experience.”
Vinod Kunj, Chief Creative Officer, Thought Blurb Communications, said the campaign aimed to reflect the cultural depth of Assam while acknowledging the emotional connection audiences have with its music traditions.

Renu Somani Karwa, National Creative Director, Thought Blurb Communications, said the story reflects a broader human idea of finding meaning through shared experiences and simple acts of generosity.
Auryndom Bose, Executive Creative Director, Thought Blurb Communications, added that the campaign draws from the natural and cultural landscape of Assam, where music and movement are closely connected to the environment.
Through this campaign, Parle-G presents a narrative that moves beyond festive messaging to explore cultural identity, emotional connection, and the role of shared experiences in shaping community life.

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