Mumbai: Parle Products, a manufacturer of biscuits and confectionery, proudly announces Ananya Panday as the brand ambassador for its premium sweet cookies portfolio, Hide & Seek. This exciting collaboration is set to elevate the brand’s appeal and reinforce its position as India’s favorite choco chip cookie.
Since its launch in 1996, Hide & Seek has become a household name, synonymous with an indulgent chocolate experience. As India’s first choco chip cookie, it continues to delight millions with its rich flavor and crunchy texture. By bringing Ananya Panday on board, Hide & Seek is all set to captivate a new generation of chocolate lovers.
The campaign, titled ‘Start Your Story’, aims to inspire consumers to celebrate and share their special moments with Hide & Seek. The campaign showcases playful and intriguing moments between Ananya Panday and Lakshya, with Hide & Seek cookies playing a key role in bringing their story to life.
Commenting on the association, Mayank Shah, Vice President at Parle Products, said: “We are ecstatic to welcome Ananya Panday and Lakshya into the Hide & Seek family. Their youthful energy, charm, and strong connection with Gen Z and millennials make them a perfect fit for our brand. Through this partnership, we aim to deepen our engagement with young consumers and make Hide & Seek a part of their everyday moments of joy.”
Adding insights into the campaign, Pramod Sharma, National Creative Director, Rediffusion Brand Solutions, said, “Parle Platina Hide & Seek has always set the benchmark—whether in product excellence, marketing, or innovation. Their advertising is consistently top-notch. The challenge for us was to take this campaign a step further. With two incredibly talented actors, Ananya Panday and Lakshya, two compelling scripts, and a fantastic client, we had the perfect ingredients to craft a true Hide & Seek story. I have no doubt that this campaign will work wonders for Parle Platina Hide & Seek, elevating the brand to new heights.”
Sharing her excitement, Ananya Panday said: “I have always loved Hide & Seek cookies – they bring back so many childhood memories! I am thrilled to be the face of a brand that I genuinely enjoy. The perfect blend of crunchy cookies and choco chips is simply irresistible. I can’t wait to take my fans on a delightful journey with Hide & Seek!”
In conversation with Lakshya, he expressed, “Being part of the ‘Start Your Story’ campaign with Hide & Seek has been an incredible experience. The brand has always been about creating joyful moments, and this campaign beautifully captures the essence of sharing special stories over a delicious bite. Working alongside Ananya has been great fun, and I am excited for everyone to see how our playful moments come to life with Hide & Seek.”
The campaign will roll out across multiple platforms, including digital, television, and on-ground activations. Designed to maximize reach and engagement, the campaign invites consumers to share their own Hide & Seek moments, making every bite a part of their story.
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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
