Bengaluru, India| 14 October 2026: Some moments call for celebration. Some call for a little sweetness. And some simply call for Soan Papdi. With ‘Life-eh Soan Papdi’, GRB brings this thought to life through a fun, feel-good musical campaign that finds room for sweetness in the everyday moments people share.
The campaign’s television commercial brings this idea to life through familiar, relatable situations. A girl finds a moment of happiness after an exam result does not go her way, while a family turns a burnt birthday cake into an occasion worth celebrating by placing a candle on a box of Soan Papdi. The scenes capture the campaign’s central thought: celebrations do not always need to follow a plan, and a little sweetness can find its way into moments big and small.
With ‘Life-eh Soan Papdi’, GRB puts its Soan Papdi range at the centre of these everyday celebrations. The range includes elaichi, chocolate, pineapple, butterscotch, orange, mango and coconut flavours, offering consumers different ways to bring the familiar sweet to family moments, get-togethers and festive occasions.
Proposed quote for approval: Balakarthik Balasubramaniam, Director, GRB Dairy Foods
“With ‘Life-eh Soan Papdi’, we wanted to celebrate the way people find happiness in everyday moments. Not every occasion needs to be planned or perfect; sometimes, a little sweetness is enough to make it memorable. The campaign brings this thought to life in a fun, musical way and reflects the place Soan Papdi has in the moments people share with family and friends.”
Founded in Bengaluru, GRB Dairy Foods began with ghee and has since expanded into a multi-product, multi-brand packaged-food company. Its portfolio includes ghee, traditional sweets, ethnic snacks, masalas, instant mixes and ready-to-cook products across brands such as GRB, Town Bus and Rakal. The company’s products reach consumers across India and international markets.
The campaign was released on the official GRB YouTube and Instagram on 10th October 2026 .
About GRB Dairy Foods
Founded in Bengaluru in 1984, GRB Dairy Foods is one of India’s most trusted packaged food companies, with an annual turnover of INR 1,300 crore and a presence in over 45 international markets. The company’s portfolio spans 70+ products including premium-quality ghee, traditional sweets, instant mixes, masalas & ethnic snacks. Backed by six manufacturing facilities, a NABL-accredited Central Laboratory, and a distribution network of 3,000+ partners, GRB strives in its message of delivering purity.
