Mayank Shah, Vice President at Parle Products, expressed excitement over the association, stating, “We are delighted to welcome Ananya Panday and Lakshya into the Parle Hide & Seek campaign family. Their youthful appeal, charisma, and strong rapport with Gen Z and millennials make them an ideal match for our brand. This collaboration aims to strengthen our connection with young consumers and integrate Hide & Seek into their daily joyful moments
Creative Vision and Campaign Execution
Pramod Sharma, National Creative Director at Rediffusion Brand Solutions, highlighted the campaign’s creative direction, stating, “Parle Platina Hide & Seek has consistently set industry benchmarks in product quality, marketing, and innovation. Their advertising has always been exceptional, and our challenge was to elevate it even further. With the talent of Ananya Panday and Lakshya, two engaging scripts, and an excellent client, we had all the right ingredients to craft an authentic Hide & Seek story. I am confident that this campaign will propel the brand to new heights.”
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Celebrity Endorsements
Expressing her excitement, Ananya Panday shared, “I’ve always been a fan of Hide & Seek cookies—they bring back cherished childhood memories! Being the face of a brand I genuinely love is an amazing feeling. The delightful combination of crunchy cookies and choco chips is truly irresistible. I’m looking forward to taking my fans on this sweet journey with Hide & Seek.”
Lakshya, speaking about his experience, added, “Being part of the ‘Start Your Story’ campaign with Hide & Seek has been an incredible journey. The brand is all about celebrating joyful moments, and this campaign beautifully portrays how sharing special stories over a delicious bite brings people together. Collaborating with Ananya was a great experience, and I’m excited for audiences to witness our playful interactions come to life with Hide & Seek.”
Campaign Rollout and Consumer Engagement
The campaign will be launched across multiple platforms, including digital, television, and on-ground activations. Additionally, it encourages consumers to share their own memorable Hide & Seek moments, reinforcing the idea that every bite tells a story.
Campaign Credits
- Client: Parle Products Private Limited
- Brand: Parle Platina Hide & Seek Choco Chip Cookies
- VP Marketing: Mayank Shah
- AGM Marketing: Kaizeen Writer
- Deputy Brand Manager: Parag Kelshikar
- Creative Agency: Rediffusion
- Director: Shai Samtaney
Conclusion
The Parle Hide & Seek campaign seamlessly blends nostalgia, youthful energy, and brand storytelling to create a compelling narrative that resonates with Gen Z and millennials. With Ananya Panday and Lakshya as brand ambassadors, the campaign captures the essence of shared joy, strengthening consumer engagement through multiple platforms. By encouraging audiences to share their own Hide & Seek moments, the brand transforms its delicious cookies into more than just a snack—it becomes a symbol of cherished connections and unforgettable stories, solidifying its place in everyday moments of happiness.
