Salaam Bombay Foundation Showcases Creative Power of Resource-Challenged Students

The annual culmination event showcased dance, art, theatre, storytelling and more

Mumbai, March 16: Salaam Bombay Foundation hosted ‘Katha’ at the YB Chavan Auditorium in Mumbai, creating a vibrant platform for students from resource-challenged backgrounds to showcase their talents through professional-level performances and creative presentations in the arts and media.

The event brought together students from government and government-aided schools who have spent the year developing their skills across multiple creative disciplines through Salaam Bombay Foundation’s Academy of the Arts and Media Academy. The showcase was attended by visitors across various age groups, offering young artists the opportunity to present their work before a wider audience and experience the confidence and recognition of performing on a professional stage.

Salaam Bombay Foundation Showcases Creative Power of Resource-Challenged Students

 

Drawing inspiration from the timeless character of Sindbad the Sailor—whose voyages reflect courage, resilience, curiosity, and leadership in the face of challenges—the theme resonated strongly with the journeys of Salaam Bombay Foundation students. Much like Sindbad navigating unknown seas, these young learners navigate their own challenges, discover new possibilities, and build the confidence and life skills needed to shape their futures.

Through dance, music, theatre, photography, creative arts, podcasts, puppetry, and storytelling, students brought the theme to life through performances and installations that reflected their imagination, perspectives, and lived experiences. The venue transformed into a vibrant storytelling space where each showcase offered a glimpse into the journeys of young creators discovering their voices through arts and media.

Salaam Bombay Foundation Showcases Creative Power of Resource-Challenged Students

 

Celebrated industry voices came on board to mentor the students this year, including Uday Sabnis, well-known Indian actor and voice artist; Rashmi Varang, Radio Jockey with Akashvani FM Gold; Priyanka Babbar, Sumukha Prasad theatre directors; and renowned photographers Hridgandha Mistry, Aslam Saiyad, and Prashant Nakwe.

The event also saw prominent personalities in attendance including Padma Shri Waman Kendre, theatre director and former Director of the National School of Drama; Phulwa Khamkar, dance director; Oorvzhi Irani, independent filmmaker and film educator; Prateek Kothari, film director; Abhishek Karangutkar, writer-director and filmmaker; Akhilesh Pandey, CSR Head, RGA; Ishita Vishwakarma, singer and winner of Sa Re Ga Ma Pa 2019 and first runner-up of India’s Got Talent; Rohan Joshi, producer, News18 Lokmat; Mr. Dhronaya and Gaurav Ahuja, writers and instructors; Tanvi Barve, Marathi industry actress; and Mayuresh Kholte, actor, mime artist, and theatre artist, among others.

Speaking about the event, Rajashree Kadam, Chief Sustainability Officer and Sr. VP – Arts & Media, Salaam Bombay Foundation, said, “When students from resource-challenged backgrounds are given opportunities to express themselves through art and storytelling, they begin to see their own potential differently. Platforms like Katha help them build confidence while nurturing creative skills that can lead to meaningful career pathways. Through arts and media, students develop creativity, critical thinking, communication, and leadership—skills that not only shape their aspirations but also open possibilities to earn through their talents and move closer to breaking the cycle of poverty.”

Through its Academy of the Arts and Media Academy, Salaam Bombay Foundation works with resource-challenged adolescents from Std. 7–9 in government and government-aided schools, helping them build confidence, creativity, and career-relevant skills. Since its inception, over 27,000 creative voices have been amplified through the Academy of the Arts and the Media Academy.

Platforms like Katha give students the opportunity to showcase their talents, gain exposure, and experience the transformative power of creative expression. Salaam Bombay Foundation continues to empower young people to reshape their futures and move closer to breaking the cycle of limited opportunity.

 

Manchester, Dubai and Channel Islands based firms achieve CISI Chartered Firm™ status

Showcasing its global breadth, the Chartered Institute for Securities & Investment (CISI) is delighted to confirm Manchester based Depledge Strategic Wealth Management, Jersey and Guernsey based Titan Wealth (CI) and Dubai based Abacus Financial Consultants LLC have all achieved CISI Chartered Firm™ status.

CISI Chartered Firm™ status is awarded when a financial services firm demonstrates commitment to the highest levels of professionalism. Firms must meet rigorous criteria to achieve the prestigious accreditation, including having a professional development programme that aligns with the CISI’s continuing professional development (CPD) requirements.

Manchester, Dubai and Channel Islands based firms  achieve CISI Chartered Firm™ status

 

Chartered status plays a powerful role in fostering high standards of professionalism and trust. Helping firms and professionals adapt and firms grow in financial services is vital, particularly as opportunities in the sector increasingly become trans-national.

Andrew Day CFP™ Chartered FCSI, founder of Depledge Strategic Wealth Management (left) said: “Achieving CISI Chartered Firm™ status is a significant part of our journey to build a firm that is synonymous with high level financial planning advice and service. This is the accumulation of many years of hard work and the result of all the team at Depledge believing in our ethos to strive to be the best and to do so with our clients at the very centre of our endeavours. Four of our team have qualified at the CFP™ level and two others are working on the qualification which exceeds the minimum qualification level to be a CISI Chartered Firm™. This is important to us as we all feel that obtaining CISI qualifications has made us better financial planners which benefits our existing and new clients.”

Mark Bousfield Chartered FCSI, Managing Director, Titan Wealth (CI) (left) said: “Becoming a CISI Chartered Firm™ marks an important achievement for Titan Wealth in the Channel Islands and reflects the sustained effort our team has made over many years to uphold the highest professional standards.

“This recognition demonstrates our commitment to acting in the best interests of our clients and reinforces our dedication to delivering expert advice, integrity, and exceptional client service. It provides clients with the reassurance that they are supported by a firm committed to excellence throughout their financial journey.”

Con Lillis Chartered MCSI, Chief Executive Officer (right) of Abacus Financial Consultants, said: “Being recognised as a CISI Chartered Firm™ by the CISI is a proud moment for our entire team. It reflects the culture we have built at Abacus – one centred on professionalism, transparency, and putting clients first. Our advisers are committed to maintaining the highest standards in the industry, and this recognition demonstrates the strength of that commitment.

“As we continue to grow, maintaining these standards will remain central to our strategy, ensuring our clients benefit from trusted expertise and forward-thinking financial guidance.”

Tracy Vegro OBE, CISI chief executive, said: “We are delighted to welcome Depledge Strategic Wealth Management, Titan Wealth and Abacus Financial Consultants to our select group of organisations holding CISI Chartered Firm™ status. We are delighted to welcome each of them to our global CISI community.”

Denotified & Nomadic Tribes Form National Body, Seek Official Census Recognition

New Delhi, March 16, 2026

Representatives of Denotified, Nomadic and Semi-Nomadic Tribes (NT-DNT) from across India have announced the formation of the “DNT–NT Federation of India” following a national consultation held in Delhi on March 14–15, 2026. Community representatives have demanded that the Government of India include a separate column with a unique caste code for NT-DNT communities in the 2027 Census. They also warned that if the identity and recognition of these communities continue to be ignored, a nationwide democratic movement will be launched.

DNT Representatives Announce Formation of “DNT–NT Federation of India”, Demand Separate Column in 2027 Census

The announcement was made during a press conference at the Press Club of India, attended by Balkrishna Sidram Renke, Digambar Rathod, Lalji Raika, S. P. Singh Labana, Gopal Keshwat,  Kamlesh Rathore, Dr. Abhay Jadhav, and Deepa Pawar.

According to the representatives, the Nomadic–Denotified Council meeting held in Delhi on March 14 and 15 was attended by delegates from 22 states across India. During the meeting, organisations working among Denotified and Nomadic communities decided that the time had come to raise their concerns through a unified national platform.

As a result, the DNT–NT Federation of India was formally established. Digambar Rathod and Lalji Raika have been appointed as National Conveners of the federation. The organisation aims to bring together thousands of grassroots groups and community networks working among Denotified, Nomadic and Semi-Nomadic communities and to raise issues related to their rights, identity and dignity at the national level.

Demand for Recognition in the 2027 Census

Community representatives stated that without proper enumeration of Denotified and Nomadic communities, their real socio-economic conditions remain invisible in official data. Many of these communities are still inadequately recorded in government statistics, which leads to their exclusion from policy planning and welfare programmes.

Therefore, the representatives demanded that the 2027 Census should include a separate column and a unique caste code for NT-DNT communities, so that their actual population and conditions can be accurately reflected.

In addition, community leaders put forward the following key demands:
•    10 percent reservation in government employment and political representation
•    Land rights and permanent housing for Denotified and Nomadic families
•    Constitutional and legal protection in cases of atrocities against community members
•    Dedicated and adequate budgetary allocation for the development of NT-DNT communities

DNT Representatives Announce Formation of “DNT–NT Federation of India”, Demand Separate Column in 2027 Census

Renke Commission Recommendations Yet to Be Implemented

Speaking at the event, Balkrishna Renke recalled the recommendations of the commission he chaired. The Government of India had constituted the National Commission for Denotified, Nomadic and Semi-Nomadic Tribes in 2005, and the commission submitted its report in 2008.

The report estimated that over 10 percent of India’s population belongs to Denotified, Nomadic and Semi-Nomadic communities and highlighted their extremely marginalised socio-economic conditions. The commission recommended separate enumeration of these communities in the census, issuance of identity documents, and targeted programmes in education and employment.

However, the representatives noted that most of these recommendations remain unimplemented, which has kept these communities outside the mainstream of development.

During the press conference, S. P. Singh Labana emphasised that the absence of proper enumeration continues to keep these communities outside policy frameworks.

“We are not asking for charity. Our only demand is that we be counted properly. Unless our identity is recognised in the census, our problems will never become part of policy-making.”

Community representatives also stated that millions of Denotified and Nomadic families continue to live without access to clean drinking water, permanent housing, or basic civic amenities. Reliable data on atrocities against these communities is also unavailable because their identities are not clearly recorded in official systems.

They added that despite being citizens of India, Denotified and Nomadic communities have often been deprived of their fundamental rights, dignity and equal opportunities, which contradicts the principles of social justice and democracy.

Warning of Nationwide Agitation

Community leaders warned that if the government fails to include a separate column for NT-DNT communities in the 2027 Census, a nationwide movement will be launched.

They stated that for decades—both before and after independence—these communities have faced systemic neglect and discrimination. The time has now come to ensure constitutional recognition, equal rights, and a life of dignity and honour for Denotified, Nomadic and Semi-Nomadic communities across India.

University of Birmingham Future-Proofs its Campus Learning Experience

The University of Birmingham is one of the UK’s largest universities with almost 30,000 students in attendance. As with many established universities, it faced the challenge of how to modernise its diverse estate to meet the contemporary learning-styles that have arisen in recent years. Student expectations around audiovisual technology have changed and the University of Birmingham’s LRAT / Libraries and Learning Resources in-house AV team worked with GVAV, its longstanding integration partner, to upgrade dated equipment over the Summer of 2025.  

Conceived as a campus-wide initiative to be carried out over the long-term, the university team initially sought to upgrade several key learning spaces which could quickly benefit from moving beyond the constraints of legacy equipment to create truly flexible, high-impact environments for both students and lecturers. 

“Some of our older rooms were saddled with dim, non-interactive projection systems and related connectivity issues,” says James Ball, LRAT – AV Designer and Project Lead. Lecturers had become reluctant to use the technology, and students could find the group-work experience frustrating. Our goal was simple: to improve the visual and learning experience for all. A big help in this respect was our use of a broad range of Avocor displays.”  

Avocor was deployed across several distinct teaching environments, each with a specific learning goal and technology configuration. SportEx LT1 is one of the university’s flagship lecture theatres and is used for large-scale lecturing, sports performance and biometric analysis. It also has the potential to be a revenue-generator once it is made available for commercial hire. However, the room suffered from a legacy Issue: it relied on a dual projection setup, which on occasions resulted in an image that was difficult to view clearly from the back rows of the large lecture theatre. To address this issue, as part of the AV upgrade, the room was fitted with an Avocor X Series DVLED display. 

The X Series was chosen specifically over a standard projector wall or LCD videowall for its superior brightness and contrast. This ensures content can be viewed effortlessly and clearly by every person in the room, even those seated at the very back. The high-resolution, high-contrast wall serves as a central focal point, displaying content with unparalleled visual clarity – for sports analysis work, clarity and zero latency are non-negotiable. The Avocor DVLED provided the brightness and the visual scale that simply couldn’t be achieved with a standard projection system, making it a truly immersive experience for our students. 

Opting for the X Series also provided a significant logistical advantage during the installation. Projection is notoriously expensive and time-consuming to install due to the requirement for specialist scaffolding. The X Series install was much quicker, delivered to site by Avocor, streamlining the process for GVAV. To maximise adoption, the system was designed for simplicity, and the control panel layouts are intuitively designed, ensuring lecturers can operate the powerful new system with minimal training. 

The project also completely redesigned key spaces Muirhead 112 (featuring 8 x 55″ K-Series displays) and Y3 G28 (with 5 x 55″ K-Series displays) to move away from traditional lecture-style seating. These rooms were re-envisioned as highly flexible “collaboration pods,” specifically tailored to facilitate and enhance small-group active learning. Students can connect their personal devices—laptops or tablets—to the Avocor K-Series 55″ displays enabling immediate collaboration. The system also provides the lecturer with effortless monitoring and control over all screens. This capability allows them to quickly share a central content source to all pods simultaneously. The K-Series was selected for its blend of performance and form factor to enable seamless group collaboration. 

In further teaching environments, Muirhead 109 and 118, the team implemented a dual-display configuration to support the dynamic requirements of hybrid teaching. A large 98″ K-Series display is expertly paired with a second, smaller 65″ K-Series screen. This setup dedicates the primary 98″ screen to displaying core teaching content, such as slides, digital whiteboards, or lecture materials. The secondary 65″ screen can mirror the content on the 98” screen or can be used independently for group work.  

The University of Birmingham’s campus-wide AV transformation stands as a testament to what can be achieved when an integrator partner like GVAV works in close partnership with the client team (LRAT), truly understanding their needs and aspirations. By leveraging Avocor’s versatile range of high-quality display solutions, each tailored to the unique requirements of specific learning environments, the project has delivered flexible, impactful spaces that empower both students and lecturers. This collaborative approach ensured every installation was not only technically robust but also aligned with the university’s vision for modern, engaging education. The result is a series of innovative learning spaces that exemplify best practice in AV integration, demonstrating that with the right partnership and technology, ambitious goals can be realized and lasting success achieved. 

Ortec Finance Launches GLASS PRISM: A New Standard in Strategic Asset Allocation Powered by Scenario-Based Machine Learning

Rotterdam, Mar 16 — Ortec Finance today announces the launch of GLASS PRISM, a targeted Strategic Asset Allocation (SAA) optimization tool powered by its Scenario-Based Machine Learning (SBML) methodology – marking a major evolution in how institutional investors design long-term investment strategy.

 In a world defined by volatility, persistent macro uncertainty and ever more complex investor objectives, traditional optimization approaches are increasingly outdated. GLASS PRISM moves beyond static assumptions and linear relationships by applying machine learning within a forward-looking, multi-scenario framework, enabling investors to design Strategic Asset Allocations that are more adaptive, more robust, and better aligned with their objectives.

 “Strategic asset allocation is the most important investment decision institutions make, yet many tools still lack a targeted approach to optimizing SAA’s,” said Linda Hooft, Managing Director Insurance Strategy at Ortec Finance. “GLASS PRISM fundamentally changes that. By combining the accuracy of brute-force methods with the efficiency of advanced optimization techniques, our clients can optimize asset portfolios based on any objective or constraint required.”

 Unlike conventional mean-variance models, GLASS PRISM:

 Insurers can directly target the balance sheet metrics that matter most—within the constraints under which they operate

  • Non-linear and multi-period objectives and constraints are handled natively, without proxies
  • A set of SAAs is produced that best satisfies institutional objectives, rather than approximating these objectives
  • Results are delivered faster, more targeted, and within existing processes

Designed for insurers, asset managers, pension funds, and other long-term investors, GLASS PRISM transforms complex SAA analysis into a scalable, decision-ready framework. By embedding SBML within a dedicated SAA optimization tool, GLASS PRISM transforms what has historically been a highly technical and time-intensive process into a scalable, decision-ready framework.

 With GLASS PRISM, Ortec Finance reinforces its leadership in forward-looking risk and return management — equipping institutional investors with the tools needed to build resilient portfolios in an uncertain world.

 GLASS PRISM is now available globally as part of Ortec Finance’s advanced risk and return management solutions. https://bit.ly/4utDqCl

 

Dp World Mundra Handles 1.5 Million Teus In Fy24–25, Reinforcing Its Role In India’s Exim Trade

Dp World Mundra Handles 1.5 Million Teus In Fy24–25, Reinforcing Its Role In India’s Exim Trade

Mundra, India Mar 16th: DP World’s Mundra International Container Terminal (MICT) has delivered strong performance in FY2425, with throughput rising 13.6% to nearly 1.5 million TEUsMomentum extended into early 2026, with January volumes reaching 1,46,063 TEUs and February hitting 1,32,590 TEUs, both surpassing prior year levels and solidifying DP World Mundra’s role as a premier gateway for India’s EXIM trade. 

DP World Mundra’s growth was driven by a 6.57% rise in vessel calls to 762 in FY2425, while higher container volumes on rail have strengthened the terminal’s multimodal connectivity to India’s hinterland. Infrastructure upgrades, including the commissioning of a new quay crane along with new electric rubber-tyred-gantry cranes (RTGs) continue to support this growth momentum by enhancing berth productivity and operational efficiency. 

Commenting on the performance, Alok Mishra, CEO, Ports & Terminals, DP World Mundra, said, “Sustained double-digit growth through FY2425 and continued momentum into 2026 demonstrate our ability to efficiently manage rising vessel calls and rail volumes, even amidst global volatility. We remain committed to delivering reliable, efficient operations that support India’s expanding EXIM trade.” 

With direct links to the Far East, Southeast Asia, Middle East, East and West Africa, US East Coast and the Mediterranean, DP World Mundra plays a vital role in supporting Gujarat’s ambition of becoming a global trade powerhouse in the subcontinent.

 The terminal is also advancing its sustainability agenda. DP World is accelerating electrification across Mundra operations, deploying electric light motor vehicles (E-LMVs), electric forklifts, and upcoming electric internal transfer vehicles (e-ITVs). The terminal has also achieved Zero Waste to Landfill’ certification by the National Productivity Council (NPC) of India. 

Beyond its operational performance, DP World Mundra is focused on creating long-term social value in neighbouring communities. Through initiatives such as the Pragati Scholarship Program, it nurtures girl students, providing them opportunities to pursue their dreams, while two mobile medical vans serve 40,000 patients annually in and around Mundra. This integrated approach ensures that growth at Mundra contributes not only to India’s EXIM trade, but also to more inclusive and sustainable regional development.

Year-on-Year Wholesale Price Index (WPI) firms up to 2.13 percent in February 2026 (Provisional) from 1.81 percent in January 2026 as global trade bottlenecks increase says PHDCCI

India’s WPI inflation rose to 2.13% in February 2026up from 1.81% in January 2026, driven mainly by manufactured products, basic metals, textiles, non-food articles, and food articles. The Fuel & Power segment, however, remained in negative territory at -3.78%, while Manufactured Products inflation stood at 2.92%.

The latest numbers indicate that the rise in wholesale inflation has been primarily driven by higher prices in segments such as manufactured products, basic metals, textiles, non-food articles, and food articles due to increase in commodity prices said Mr. Rajeev Juneja, President, PHDCCI.

Within the Manufacturing Products basic metals contributed to higher inflation relative to February 2025 due to a mix of global supply constraints, energy costs, freight disruption, and downstream industrial demandhe said.

Increase in WPI inflation reflects a gradual firming up of price pressures in the production environment, particularly in manufacturing-linked categories. While the overall inflation remains manageable, continued monitoring of commodity prices, logistics costs, and input cost movements will be important to sustain industrial competitiveness and support domestic growth momentum, he added.

Manufactured Products, which carry the highest weight in the WPI basketrecorded 2.92% inflation in February 2026up from 2.86% in January 2026indicating stubborn pricing pressures in the industrial sector, he said.

Given the geopolitical risks, a continued policy focus on improving supply-chain efficiencies, lowering logistics costs, supporting domestic manufacturing, and ensuring adequate availability of critical inputs for industry is critical, as such measures would help contain cost-push pressures, he added.

Stable WPI inflation is essential for maintaining consumer confidence, while protecting profit margins for producers, and ensuring smooth transmission across supply chains. The moderation in fuel-related inflation is encouraging, but the outlook looks volatile given the geopolitical risks said Dr. Ranjeet Mehta, CEO & SG, PHDCCI.

Something’s cooking in Chef Ranveer Brar’s Kitchen

Something’s cooking in Chef Ranveer Brar’s Kitchen

An exclusive Tasting Table hosted by celebrity chef Ranveer Brar is set to bring together a curated mix of food, innovation, and culinary storytelling in an intimate setting. The gathering is expected to draw a number of well-known faces from the culinary world, along with lifestyle influencers, creators, and select members of the media.

Adding to the buzz, the chef recently sent out a series of creatively curated bento-box invites to select creators and influencers. Each box featured two of his favourites – biryani and momos, along with a cryptic note hinting that “something exciting is cooking.” The unusual invite has sparked curiosity across social media, with several creators sharing glimpses of the boxes and speculating about what Chef Ranveer Brar might be preparing to unveil at the upcoming gathering.

While details about the event remain tightly under wraps, industry buzz suggests that the evening could feature the reveal of a new kitchen innovation designed to revolutionise everyday cooking for Indian homes.

At the chef’s table, Brar is expected to showcase how modern kitchen tools can help prepare a wide variety of dishes with ease, while preserving the flavours and authenticity that define Indian cuisine. In Further details about the innovation, including its features, availability, and market rollout are expected to be revealed closer to the official announcement.

Sunfeast ‘Bounce of Joy’ Program Promotes Sports & Active Lifestyle Among 1 Lakh Students in NCR, Bihar & Jharkhand

Delhi NCR, Mar 16: Sunfeast Bounce of Joy (BOJ), ITC Foods’ flagship initiative promoting outdoor play and physical activity among children, celebrated the successful conclusion of its year-long edition with a grand closing event in Delhi NCR. The program underscores the brand’s commitment to fostering confidence, teamwork, and holistic development through sports.

The finale event, held at St. Mary’s School, Mayur Vihar Phase III, brought together government representatives, sports professionals, educators, and community stakeholders to commemorate the program’s impact. Chief Guest Dr. Parvez Ali, District Sports Officer, G.B. Nagar, lauded the initiative, stating,

“Sports play a critical role in shaping confident, disciplined, and healthy young citizens. Initiatives like Sunfeast Bounce of Joy bring sporting opportunities to children who may otherwise not have access to them, encouraging participation and promoting nation-building values.”

The program, spanning across 250 schools, has reached over 1 lakh students and more than 1.2 lakh beneficiaries in communities across Gautam Buddha Nagar and Saharanpur in Uttar Pradesh, Muzaffarpur and Munger in Bihar, and Ranchi in Jharkhand. Activities included the provision of sports equipment, structured coaching sessions, and capacity-building workshops for school physical education teachers.

Indian National footballer Jyoti Chauhan, who has represented the National Women Football Team and Croatian Women’s Club Dinamo Zagreb, participated in the event, inspiring children to embrace sports as a part of their lifestyle.

Kavita Chaturvedi, BU Chief Executive, Biscuits & Confections, ITC Ltd., emphasized,

“At ITC, we believe that sports can be a powerful catalyst for holistic development. Through Sunfeast Bounce of Joy, we aim to create meaningful opportunities for children and communities to engage in physical activity while building life skills such as teamwork, confidence, and leadership. Sports, along with academics, are essential to nurturing well-rounded individuals.”

Highlighting the educational value of physical activity, Pratik Kumar, CEO, Sashakt Foundation, added,

“Structured play is essential for healthy development and effective learning. Physical activity supports attention, memory, and problem-solving, helping students concentrate better and engage more actively in class.”

The closure event also featured participation from school principals, teachers, students, and community elders, including women participants, who shared experiences and acknowledged the positive influence of the program on their schools and communities.

Parle-G Celebrates the spirit of Ugadi with a story of sweetness, bitterness and shared joy.

Mumbai, Mar 16: 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.

Parle-G Celebrates the spirit of Ugadi with a story of sweetness, bitterness and shared joy.

 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.  You can watch the campaign here:

Speaking about the campaign, Mayank Shah, Vice President of Parle Products, said:

“Parle-G has been a part of everyday moments in Indian homes for generations. Festivals give us a unique opportunity to celebrate regional traditions and connect with consumers in a way that feels personal and meaningful. Our Ugadi film draws from the symbolism of Bevu Bella and reflects values that resonate deeply with families,  sharing joy, accepting life’s ups and downs, and coming together as a community. With this Ugadi film, we wanted to create a simple, heartfelt moment that audiences in Karnataka, AP and Telengana would instantly recognise and connect with”

Vinod Kunj, Chief Creative Officer of Thought Blurb Communications, added:

“Most Ugadi work showcases the celebration of the festival. We delved into what it means to the people of the region. We looked at customs and traditions and stumbled upon a singularly unique ritual associated only with this festival. We loved the message it holds for the community and how that message is passed on to successive generations through a culinary ritual.  When a brand as loved as Parle-G celebrates festivals through culturally rooted narratives, it strengthens a bond that already exists with consumers.”

Sharing the creative insight behind the film, Renu Somani Karwa, National Creative Director at Thought Blurb Communications, said:

“This is a talking film that was born out of talking to the people. A lot many people in Karnataka spoke of the Bevu Bella ritual with a fond reverence (known as Ugaadi Pachadi in AP, Telengana).  The ritual of Bevu Bella beautifully captures the essence of Ugadi, the idea that life is a mix of sweetness and bitterness. That insight inspired a small, warm story between two sisters. The film reflects the everyday warmth of Indian homes, which felt perfectly aligned with Parle-G a brand that has always been part of those homes.”

Over the years, Parle-G has celebrated festivals across India through culturally rooted storytelling, from Durga Puja in eastern India to Onam in Kerala and Chhath Puja and Lohri in northern India. The Ugadi film continues this tradition, celebrating regional customs while reinforcing the brand’s timeless message of shared joy.

As families come together to welcome the New Year, the film serves as a gentle reminder that life’s sweetness and bitterness are both part of the journey, and that happiness grows when it is shared.

Campaign Credits:

Client: Parle Products 

Vice President: Mayank Pravinchandra Shah

Senior Product Manager: Megha Thakare

Deputy Brand Manager: Anshuman Sharma

Agency: Thought Blurb Communications

Chief Creative Officer: Vinod Kunj

National Creative Director: Renu Somani Karwa

Executive Director: Nidha Luthra

Group Brand Solutions Manager: Charvi Chaudhari

Brand Solutions Manager: Timiha Kunj