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Time of India

This Friendship Day, Parle-G positions mom as a bestie

Biscuit brand Parle-G has released its Friendship Day film. This year's campaign is to pause and reflect on the bonds that weren't chosen , but were always there . Mayank Shah, vice president, Parle Products, said, 'Friendship isn't just about who we laugh with. It's also about those who quietly stand by us through every step of life.' He added, "Through this film, we honour not just our bonds with friends, but the deeper bonds of companionship with those who are our silent pillars of support—our mothers, sisters, mentors—who've moulded us with love and care. The fact that we understand and empathise with our near and dear ones comes through naturally in this film.' Vinod Kunj, founder and chief creative officer, Thought Blurb Communications , said ,'This film reflects a generational shift in parenting. That change in perspective lies at the heart of our film.' Renu Somani, national creative director, Thought Blurb Communications said, 'Today's mother isn't just parenting, she's growing with her teen. She's evolving, unlearning, listening, and effortlessly stepping into the role of a friend. And what's beautiful is, it's mutual. This film is a celebration of the quiet, unspoken friendship that so many mothers and daughters share today.' The film shows a child's worry in modern times and sacrifices of the mother. The film begins with a daughter segregating friendship bands for her close friends and getting confused on who can get the title of a 'bestie'. The conversation then revolves around how her mother would have spent her days with friends, without the pressures of the current times. It shares the essence of the bond between a mother and her daughter that evolves continuously, into a lifetime bond full of so many emotions . Watch the film on ET Brand Equity here: