Celebrating the vibrant spirit of Assam’s most iconic festival, Parle-G has launched a two-part campaign that brings alive the music, culture, and community essence of Bihu. Moving beyond conventional festive advertising, the brand leans into storytelling that reflects its enduring philosophy: “Jo auron ki khushi mein paaye apni khushi.”
The campaign began with a two-and-a-half-minute Bihu music video that struck a nostalgic chord with audiences. Featuring Assamese actor Partha Hazarika, with music composed by Nilotpal Bora and vocals by Dikshu, the film captured the infectious rhythm of Bihu while evoking memories associated with Zubeen Garg, a legendary voice in Assam’s musical landscape. The response was significant, garnering over 7 million views on YouTube and 5 million on Instagram within a week.
Building on this momentum, the brand released its main film. It follows Ahir, a musician struggling to compose a Bihu song within the confines of a studio. His journey takes him across Assam’s natural landscapes to the banks of the Brahmaputra River, where a humble boatman, played by Sagar Neil, becomes an unlikely source of inspiration.
Through a simple yet powerful insight, the boatman reminds Ahir that Bihu cannot be created in isolation it must be experienced in nature, among people, and within the joy of shared celebration. As Ahir immerses himself in the environment and eventually reaches a vibrant Bihu gathering, he reconnects with his creative rhythm and cultural roots.
Link to the campaign:
Speaking about the campaign, Mayank Shah, Vice President, Parle Products, said: “At Parle-G, we believe the truest happiness is the kind that’s shared. Bihu embodies this beautifully through its music and community spirit. With this campaign, we wanted to celebrate not just the festival, but the emotion behind it.”
“At its heart, the story is simple – the joy you give is the joy you receive. The boatman, without expecting anything in return, helps the musician find his voice again. That quiet act of generosity reflects the very soul of this campaign.” he added.
Vinod Kunj, Chief Creative Officer, Thought Blurb Communications, added: “Our endeavour has always been to go deeper into each region and uncover what truly defines its cultural soul. With Assam, we found that while Bihu returns every year, this year felt different. The absence of Zubeen Garg – a voice that has defined Assam for decades, was deeply felt. This film became our way of acknowledging that emotion while celebrating the enduring spirit of Bihu. The audience response tells us we’ve struck a meaningful chord.”
Renu Somani Karwa, National Creative Director, Thought Blurb Communications, said: “The thought ‘jo auron ki khushi mein paaye apni khushi’ is about discovering deeply human stories across India. With Bihu, we found a sublime expression of that idea. A simple boatman helps a musician rediscover his voice, not through instruction, but through generosity. That act of giving is what this campaign stands for. It’s how Parle-G builds emotional connections – through stories that are local in context, but universal in feeling.”
Auryndom Bose, Executive Creative Director, Thought Blurb Communications, added: “We didn’t want to just depict Bihu; we wanted to understand where it comes from. In Assam, Bihu is inseparable from nature: the vast landscapes, the Brahmaputra, the openness of the skies. The music and movement emerge from this connection. This film is our attempt to capture that living, breathing spirit, where every note feels like an extension of nature itself.”
