Start your story with Hide & Seek, says Parle’s new campaign


Parle Products, India’s largest food manufacturer, has launched a new advertising campaign for Hide & Seek, its premier chocolate chip cookie brand, with a strong emphasis on creating its character as a facilitator of first-time interactions.

Hide & Seek is assisting its audience in starting those important talks by highlighting feelings of teenage romance that are common during adolescence.

League Brand Partners created the films, which will focus on television advertising across genres via TV advertisements (TVCs) and internet media.

Due to its continuous brand communication over the past 25 years, the Hide & Seek brand has been synonymous with ‘innocent love,’ making Valentine’s Day a great occasion to urge consumers to express themselves.

The ad campaign ‘Start your tale with Hide & Seek’ comprises three different short films that show how Hide & Seek can help youngsters express devotion.

The commercials show young people in various scenarios to depict ‘first glances of attraction,’ including a young woman entering a florist’s shop and seeing the owner’s son, two people meeting for the first time on a ferry, and a fashion show event where a designer misidentifies the photographer as the model.

All three films show kids inventing their own language through beautiful gestures, with Parle Hide & Seek to serve as their wingman/cupid.

The TV commercials are targeted at teenagers and young people (15-25 years old) who are hesitant to strike up a conversation with someone they like because they lack the confidence to make the first move or even ask someone out for the first time.

“We, at Parle Products, recognize how vital it is for a brand to be a part of a customer’s experience,” says Mayank Shah, Senior Category Head. There are some milestones that we all experience as teenagers, and we recognize the importance of the changes and decisions we make at that time.

We’ve all had that experience in our adolescent years when the fear of rejection prevents us from striking up a discussion with that special someone.

Hide & Seek is a luxury brand that evokes feelings of young and innocent love while also serving as a catalyst for sparks to ignite in situations where people are hesitant to express themselves freely or directly.

Our brand serves as an icebreaker, allowing for pleasant and calm first-time interactions between two young individuals. Because the commercial is aimed at youngsters, the focus is on innocent connection and young lighthearted chemistry rather than passionate love.

Parle Products will release TV commercials in seven languages, including Hindi, Bengali, Kannada, Telegu, Malayalam, Oriya, Assamese, and Tamil, to commemorate the occasion, which is extremely popular among young adults. The campaign will be supported by digital marketing.

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