Parle Hide & Seek plays cupid for adolescent love in new campaign

Launched ahead of Valentine’s Day, this latest campaign is conceptualised by Brand League Partners

Mumbai: With still some days to go for Valentine’s Day, food company major Parle Products has launched its latest advertising campaign for its chocolate chip cookie brand Hide & Seek highlighting feelings of adolescent romance. 

The campaign titled ‘Start your story with Hide & Seek’ is conceptualised by Brand League Partners and seeks to establish the cookie brand’s identity as an enabler of first-time conversations and showcases how it can aid its young audience in making those first moves and getting those special conversations started. It features three distinct ad-films produced by 30 seconds of Fame and directed by Uzer Khan. 

The films showcase youngsters in different scenarios- at a flower shop, on a ferry, and at a fashion show event, creating their own new language through sweet gestures wherein Hide & Seek plays their  wingman/cupid. The TVC’s are tailored to connect with teenagers and young adults, who are conscious about striking a conversation with someone they like as they lack the courage to make the first move or even ask someone out for the first time, even as it demonstrates how the brand can play a catalyst in expressing affection.

"We, at Parle Products, realise how important it is for a brand to be a part of a customer's journey. All of us have come across that time in adolescent years when the fear of rejection keeps us away from initiating conversation with that special someone," said Parle Products senior category head Mayank Shah. "Our brand plays the role of breaking the ice so the first-time conversations between two young people are comfortable and relaxed.”

“The campaign is light-hearted and at the same time builds our brand so that we achieve top-of-mind recall among consumers and continue our brand narrative. With this TV and digital campaign, we aim to strengthen our position in the chocolate cookies category,” he added.

The Hide & Seek brand has been synonymous with ‘innocent love’ through its consistent brand communication from the past 25 years, thus making Valentine's Day an ideal time to remind its consumers to express themselves freely since it is just around the corner, said the company.

“We wanted to create something special for consumers and we are happy to be able to create a theme for Parle’s Hide & Seek brand - ‘Start your story with Hide & Seek’, which will bring forth something relatable, fun and engaging experience for everyone," said Brand League Partners head Samir Chonkar. "The films showcase cute and innocent interaction between couples designed to appeal to customers’ lovestruck-side and get some attention directed towards the brand.”

With the aim of celebrating the event that is immensely popular among young adults, Parle Products will focus on television advertising across genres through TVCs and digital channels. The TVCs will be released in seven languages including Hindi, Bengali, Kannada, Telugu, Malayalam, Oriya, Assamese and Tamil and will be sustained through a digital campaign.

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