Vadilal Industries Ltd. and Parle Products Pvt. Ltd. have entered into a trademark licensing partnership to launch Vadilal Hide & Seek Ice Cream, bringing the biscuit brand’s chocolate-chip and cookie experience into the ice cream category.
The collaboration combines Vadilal’s ice cream manufacturing, distribution and cold-chain capabilities with Parle’s brand equity and consumer recall around Hide & Seek. The new product extends the familiar Hide & Seek experience into a different consumption format.
Ravi Makhwana, Chief Marketing Office, Vadilal said, “Hide & Seek is a brand with tremendous emotional resonance and an unmistakable taste profile. Bringing it into ice cream is an exciting opportunity to combine that nostalgia with a format that consumers love. Our partnership with Parle brings together two trusted Indian brands and our respective strengths to create an experience that is both familiar and new.”
“Hide & Seek has always been about the excitement of finding that chocolate chip in every bite. This partnership allows us to take that familiar experience beyond the biscuit aisle and into a completely new format,” said Mayank Shah, Chief Marketing Officer, Parle Products Pvt. Ltd. “With Vadilal’s ice cream expertise, we are bringing the taste and personality of Hide & Seek to a new consumption occasion while staying true to what consumers love about the brand.”
The launch is supported by a nationwide integrated marketing campaign titled ‘Jodi Aisi Ki Nazar Na Lage’. Built around the familiar expression of the evil eye, the campaign celebrates the new combination of Vadilal Ice Cream and Parle Hide & Seek, using the evil-eye emoji as a contemporary expression of a pairing worth celebrating and protecting.
The campaign’s digital video commercial brings together chocolate chips, cookie crunch and creamy ice cream, with the evil-eye emoji serving as a recurring creative expression of the campaign thought. The campaign aims to connect with consumers who have grown up with Hide & Seek while introducing the brand to a new generation through the ice cream format.
Vadilal Hide & Seek Ice Cream will be available from September 25, 2026, across Vadilal parlours, retail stores, supermarkets, modern trade and quick-commerce platforms. The product will be offered in tubs and cones. The launch brings Hide & Seek’s familiar association with discovering chocolate chips in every bite into a creamy ice cream format, retaining the brand’s sense of play and discovery while creating a new consumption occasion.
