Mumbai: Parle, India's leading manufacturer of biscuits and confectionery, has announced the launch of a new campaign for its premium sweet cookie brand, Hide & Seek. With this campaign, Parle aims to explore multiple touchpoints to generate buzz and create excitement around the brand.
Hide & Seek has been a premium brand with a very strong brand equity across the country since its launch in 1996, and is made with real chocolate chips, making it India’s most loved chocolate chip cookie.
The new campaign, titled ‘Start your story with Hide & Seek’, features a TV commercial with two young protagonists who meet on a tennis court. The ad showcases how Hide & Seek cookies can be a catalyst for connecting with a special someone.
The commercial was conceptualized by DDB Mudra.
Commenting on the campaign, Parle Products senior category head Mayank said, "As we continue to expand our reach in the international markets, we remain dedicated to providing the Indian consumers with premium products that offer great taste. Hide & Seek has been our flagship brand in the premium sweet cookies segment and we are thrilled to introduce this new campaign to our audience. We believe that the 'Start your story with Hide & Seek' campaign will help strengthen the brand's position in the market and reinforce our commitment to delivering the best chocolate experience to our consumers."
DDB Mudra Group chief creative officer Rahul Mathew added, "Hide & Seek cookies have been synonymous with the best chocolate experience in the sweet cookie segment for years. Our aim with this campaign is to remind our target audience to not hide from the one they seek. The film portrays this message in a charming, lively, and enjoyable way."
As one of India's leading manufacturers of biscuits and confectionery, Parle has built a reputation for delivering both health and taste with their wide range of products. Hide & Seek Chocolate Chip Cookies, the first brand of Parle in the premium sweet cookies segment, has grown to become synonymous with the best chocolate experience in the sweet cookie category, and the new campaign "Start Your Story" highlights the brand's iconic status. With the new TVC featuring tennis players sharing a playful moment over cookies, Parle aims to connect with its target audience and reinforce Hide & Seek position as the preferred choice for consumers in the premium chocolate cookie category.