Mumbai, 16th March 2026: Celebrating the spirit of togetherness and shared joy, Parle-G has unveiled a special Ugadi film for audiences in Karnataka, AP and Telengana. Created in Kannada and Telegu, the film captures the warmth of the festival while bringing alive a timeless message – that life, like Ugadi’s traditional Bevu Bella, is a blend of both sweetness and bitterness.
Celebrated as the New Year in several parts of southern India, Ugadi is marked by the ritual of preparing Bevu Bella, a symbolic mixture of jaggery and neem leaves. The sweetness of jaggery and the bitterness of neem represent the many emotions life brings, reminding people to accept joy and disappointment alike. In Andhra Pradesh and Telengana, the Bevu Bella is replaced by Ugadi Pachadi, again a concoction of Neem and Jaggery.
The film unfolds in a typical Kannada household preparing for the festival. While the mother decorates the house for Ugadi, the younger daughter sits grumpy after not being selected for her school’s cricket team. Her elder sister, Anagha, playfully reminds her of moments when she was happy after being chosen for other activities, a science project and a parade. Irritated, the younger sister dismisses the comparisons and walks away.
Later, as the family gathers to prepare Bevu Bella, the older sister arrives with only jaggery. The younger one immediately protests: how can Bevu Bella be made without neem? That moment becomes the turning point. The elder sister gently explains that just as Bevu Bella needs both jaggery and neem, life too brings sweetness and bitterness, and both must be embraced. The realization brings a smile back to the younger sister’s face, turning the moment into a warm family celebration of Ugadi.
Through this simple yet meaningful story, Parle-G once again reinforces its enduring belief that joy grows when it is shared, echoing the brand’s continuing campaign of ‘Jo auron ki khushi mein paaye apni khushi’. Thereby, building on the iconic G mane Genius story of the brand.
