Mumbai, Jan 09: Lohri is not just a festival of harvest; it is a festival of hope. Parle-G’s latest film steps into this moment with sensitivity, using the festival to reflect how tradition, emotion, and responsibility live together within families. The film is conceptualised by Thought Blurb Communications, a full-service creative advertising agency in India known for its emotion-led storytelling and culturally rooted ideas.
Anchored in the cultural ethos of Lohri, the film reflects how Indian festivals often carry emotions far deeper than the occasion itself. Lohri, with its deep ties to land, ancestry, and renewal, becomes the setting for a story shaped by emotional messaging – where tradition and progress are not in conflict, but in conversation.
Thought Blurb, a creative advertising agency in India whose work is rooted in a deep understanding of regional nuances, has previously delivered widely appreciated films for Onam, Durga Puja and Chhath Puja. With its latest work for Parle-G, the agency now turns its attention to Lohri. The narrative is set in rural Punjab and unfolds through a father’s dilemma centred on ancestral land and a promise made, and a daughter who brings her modern knowledge to the fields that have defined her family for generations. The film resists spectacle. Instead, it relies on restraint — allowing emotion, not exposition, to guide the story. In doing so, it exemplifies how strong Ideas emerge when brands trust lived truth over dramatization.
Music plays a defining role in shaping the film’s emotional cadence. The upbeat folk rhythm, driven by the pulse of tappé, mirrors the collective spirit of Lohri – expressive, grounded, and deeply felt. The storytelling is carried not by plot turns alone, but by emotional messaging that feels instinctive and familiar.
The Lohri film continues Parle-G’s long-standing commitment to regional communications – not as a tool for localisation, but as a philosophy of relevance. By speaking in the cultural language of the region, the brand reinforces its belief that authenticity is the strongest form of connection, especially when emotions are treated with honesty and respect.
Speaking about the campaign, Mayank Shah, Vice President, Parle Products, said:
“At Parle-G, our relationship with festivals has always been about continuity rather than momentary relevance. For a brand that has grown alongside people across every stratum of Indian society, empathy comes naturally. Lohri represents inheritance – of land, values, intent, and the responsibilities we pass forward. This film reflects our belief that true genius lies in making choices that respect where we come from, while allowing the future to evolve with clarity and care. That is how Parle-G engages with culture, not by momentarily entering traditions, but by standing with the people who live them, year after year.”
Adding to this, Vinod Kunj, Chief Creative Officer, Thought Blurb Communications, said:
“Punjab is shaped by its five rivers, its fertile land, and the people who have tilled it for generations. Here, the land is not just livelihood, it is inheritance, memory, and identity. Much like The Good Earth speaks of a farmer’s bond with soil, this film explores that quiet, unspoken belonging that the land gives back to those who nurture it. Lohri became the perfect moment to tell a story where emotion rises from the earth itself.”
Sharing the creative approach behind the film, Renu Somani Karwa, National Creative Director at Thought Blurb Communications, said,
“Punjab is emotion at full volume – loud in celebration, fierce in its love for the land, and childlike in its tears. Here, emotions don’t simmer; they arrive fully alive. Lohri became the doorway into that truth. Conceived at Thought Blurb, the story unfolds through a father’s dilemma, ancestral land, and a daughter who brings her tech knowledge to honour his word – carried by upbeat music and the rhythmic pulse of tappé, driven as much by emotion as by narrative.”
Through its growing body of festival-led storytelling, Parle-G continues to demonstrate that culturally grounded Ideas, delivered through sensitive regional communications and honest emotional messaging, remain the most enduring way for brands to stay relevant across generations.
