MUMBAI: Parle Products has launched a new digital film on the occasion of Holi titled ‘Holi Ke Mazelo’. The digital film carries the crucial message of water conservation during the festival and features its popular fruit flavored candy Mazelo. The film aims to sensitise people to the fact that the festival of colours can be celebrated with equal fun and gusto while being environmentally conscious at the same time.

The film opens on a playful and fun note with two children discussing how they plan to celebrate Holi this year and unfolds to reveal their resolve to conserve water during celebrations due to its scarcity. The digital film carries a message that if children understand the necessity to save water during Holi then why not everyone else. The film closes with the tagline ‘Iss Holi Paani Nahi, Khushiyon Ke Mazelo’.

Speaking about the campaign, Parle Products senior category head Krishna Rao said, “Holi occupies a special place in each of our hearts. We all cherish such exciting memories of the fun we would have with colours during the festival while growing up. This year, our objective was to stir up the nostalgia that we all have around playing Holi and simultaneously remind everyone that the essence of the festival lies in the fun that’s shared while playing it rather than how it is played. From there, it was only apt to bring Mazelo into the picture, being the popular and colourful and fun filled brand that it is.”

Director Hardik Patel and producer Trupti Kataria who have both been associated with advertising for 10 years now, were really excited when approached for the Parle Mazelo film. “It’s a great initiative by Parle! We wanted to create a film that not only encourages people to conserve water during Holi but also keeps the spirit of the festival intact. In today’s day, this connect is absolutely necessary and is, ultimately, for the greater good.”