Mumbai: Parle Products has unveiled its latest campaign for Parle Platina Hide & Seek Milano, appointing Lakshya as the face of the Milano portfolio. Built around the tagline “Can’t Say No to Hide & Seek Milano,” the campaign spotlights the rich, chocolate-filled experience of Milano Centre Filled Choco Cookies and positions the brand as an irresistible indulgence for chocolate lovers.
The campaign presents Milano as more than just a chocolate cookie—it is framed as a premium treat that consumers reach for anytime, anywhere. Lakshya’s aspirational yet relatable persona aligns with Milano’s sophisticated and sensorial appeal, bringing a playful charm to the brand’s indulgent positioning.
Speaking about the campaign, Mayank Shah, Chief Marketing Officer, Parle Products, said, “Milano has always been about creating little moments of joy for our consumers, a treat you grab for yourself, a chocolatey bite that makes the day better. Lakshya has been part of this journey, helping us connect with people in a way that feels fun, relatable, and enjoyable. With this campaign, we want to celebrate Milano as the cookie everyone loves to reach for anytime and strengthen the bond it has with its consumers.”
Pallavi Chakravarti, Founder and CCO at Fundamental, added, “Milano breaks every rule in the book – there is no specific time or mood or company to enjoy it with. Cause anytime one is in front of you, you just can’t say no to it. The idea is a hat-tip to indulgence without boundaries, marrying the premium codes of Milano with playful energy. With Lakshya bringing his unique brand of charm to the party, the spots capture the quiet joy of enjoying your favourite treat anytime, anywhere.”
Sharing his thoughts on the campaign, Lakshya said, “What I love about Hide & Seek Milano is how effortlessly indulgent it feels, and that’s what drew me to this brand. The campaign truly captures the rich, chocolatey indulgence that Milano stands for. It’s stylish, playful and unapologetically indulgent: a cookie you really can’t say no to. Milano turns everyday moments into something special, and I’m thrilled to be associated with a brand that celebrates indulgence with so much confidence.”
Launched in 2006, Parle Platina Hide & Seek Milano has established itself as a premium offering in the gourmet cookie segment, known for its rich chocolate centre and indulgent taste. Over the years, the brand has built a strong presence across India, becoming synonymous with premium delight in the cookie category.
The new campaign will roll out pan-India, led by a high-impact brand film and amplified across digital and social media platforms. It will also see strong visibility across e-commerce and quick-commerce channels to further strengthen engagement with premium consumers.
Campaign Credits:
● Client: Parle Products Private Limited
● Brand: Parle Platina Hide & Seek Milano Centre Filled Choco
● CMO: Mayank Shah
● AGM Marketing: Kaizeen Writer
● Deputy Brand Manager: Shriram Kelkar
● Creative Agency: Fundamental
● Director: Devika Chaturvedi
