Parle-G’s 2026 Lohri Film: A Story Harvested From Emotion

Lohri has always symbolized more than harvest; it embodies hope, inheritance, and renewal. Parle-G’s latest campaign film captures this spirit with subtlety and emotional resonance, reflecting how Indian festivals are lived as multi-generational emotional milestones, not calendar events.

Conceptualized by Thought Blurb Communications, a creative advertising agency celebrated for emotion-led storytelling and culturally rooted ideas, the film continues the agency’s festival-communication lineage following acclaimed narratives around Onam, Durga Puja, and Chhath Puja.

Legacy, Land & a Daughter’s Promise

Set in rural Punjab, the Parle-G Lohri film narrates a father’s dilemma — a decision tied to ancestral land and a long-held promise. Rather than dramatizing conflict, the story allows emotion to rise organically through regional nuance, familial responsibility, and a daughter’s modern tech knowledge, applied not to disrupt, but to honor her father’s word.

The film resists spectacle, leaning instead on restraint over exposition, trusting lived truth to drive impact. This creative choice aligns with Parle-G’s identity as a brand that grows alongside real people across every layer of Indian society.

Folk Music With the Pulse of Tappé

Music is a character of its own. The upbeat folk rhythm, shaped by the cadence of tappé, mirrors Lohri’s communal voice — expressive, grounded, rhythmic, and deeply felt. The result is storytelling that moves by emotional memory rather than plot alone, blending celebration and quiet longing with authenticity.

Brand Philosophy, Not Localisation

Parle-G’s Vice President Mayank Shah reinforces this ethos: “Lohri represents inheritance — of land, values, intent, and responsibility. We don’t enter traditions momentarily. We stand with the people who live them, year after year.”

Similarly, Thought Blurb’s creative leadership shaped the narrative with reverence for the region. Chief Creative Officer Vinod Kunj likened the emotional bond to the soil giving belonging back to those who nurture it, while National Creative Director Renu Somani Karwa described Punjab as emotion at full volume — loud in celebration, fierce in love, childlike in tears.

Culturally Grounded Ideas Win Generational Trust

The film marks a milestone in festival-led brand communication, proving that regional cultural fluency, empathy, and honest emotional messaging remain the most enduring way for Indian brands to stay relevant across generations.

As Parle-G continues its festival narrative tradition, the 2026 Lohri film becomes a reminder: the most powerful stories are not manufactured — they are harvested from truth, memory, and family.