Parle Products has launched its Valentine’s Day campaign for Parle Platina Hide & Seek Choco Chip Cookies, featuring actors Ananya Panday and Lakshya. Titled Start Your Story with Hide & Seek, the campaign presents the brand as a conversation starter for young consumers.
The film captures Ananya and Lakshya in light-hearted, playful interactions, set to the iconic Hide & Seek tune. The narrative focuses on early social connections and everyday moments, using the act of sharing a cookie as a way to begin conversations.
As part of the campaign, Parle Platina Hide & Seek has introduced a Valentine’s Day consumer contest. Consumers can scan a QR code on limited-edition packs and upload a dance video with a friend or loved one to the Hide & Seek song. Selected entries will have the opportunity to feature on a Hide & Seek pack.
Commenting on the campaign, Mayank Shah, Chief Marketing Officer, Parle Products, said, “Hide & Seek has always been about bringing people together over a simple, enjoyable moment. With this campaign, we wanted to capture the excitement of first conversations and early interactions, especially among younger consumers. The cookie becomes an easy, playful way to break the ice, and Ananya and Lakshya bring that youthful energy to life beautifully.”
Vinod Kunj, Founder, Thought Blurb, added, “The idea behind ‘Start Your Story with Hide & Seek’ was to reflect the innocence and spontaneity of early connections. Hide & Seek naturally fits into these moments, it’s familiar, friendly and helps spark conversations without saying too much.”
Sharing her views on the campaign, Ananya Panday said, “Hide & Seek is a brand I have grown up with, so being part of this campaign feels very special. I love how the film captures those small, fun moments that spark a connection. It’s playful, relatable and really celebrates how my generation expresses affection, effortlessly and honestly.”
Lakshya said, “Hide & Seek is such an iconic brand, and it’s exciting to be associated with something that has been a part of my childhood. This campaign felt very real to me. It's about chemistry, comfort and those little moments that stay with you. I’m thrilled to be part of a story that celebrates young love in such a fresh way.”
Introduced in 1996, Hide & Seek was India’s first moulded choco chip cookie. The brand continues to engage younger audiences through campaigns focused on shared moments and everyday interactions.
The Valentine’s Day campaign will run as part of a 360-degree media plan, including a television commercial, print and outdoor advertising, placements on video streaming platforms, and ongoing activity across social media, digital channels, e-commerce and quick-commerce platforms.
