Mumbai: Parle Products, a FMCG company, has launched its Valentine’s Day campaign for Parle Platina Hide & Seek Choco Chip Cookies, featuring Bollywood actors Ananya Panday and Lakshya. Titled ‘Start Your Story with Hide & Seek’, the campaign positions the iconic cookie as a light-hearted icebreaker and conversation starter for young consumers navigating early connections.
The campaign film captures the duo in playful, easy-going moments set to the brand’s well-known Hide & Seek tune. Built around music, movement and shared experiences, the narrative reflects the charm and nervous excitement of first interactions — where a smile, shared laughter or even offering a cookie can say more than words. The storytelling mirrors how today’s teenagers express curiosity and affection through small, everyday gestures rather than grand displays.
Extending beyond the film, Parle Platina Hide & Seek is introducing a special Valentine’s Day consumer contest. Shoppers can scan a QR code on limited-edition packs and upload a dance video with a friend or loved one, grooving to the iconic Hide & Seek song. The initiative encourages young consumers to turn simple moments into shareable stories, with the winning entry earning a chance to be featured on the Hide & Seek pack.
Commenting on the campaign, Mayank Shah, Chief Marketing Officer, Parle Products, said, “Hide & Seek has always been about bringing people together over a simple, enjoyable moment. With this campaign, we wanted to capture the excitement of first conversations and early interactions, especially among younger consumers. The cookie becomes an easy, playful way to break the ice, and Ananya and Lakshya bring that youthful energy to life beautifully.”
Adding to this, Vinod Kunj, Founder, Thought Blurb, said, “The idea behind ‘Start Your Story with Hide & Seek’ was to reflect the innocence and spontaneity of early connections. Hide & Seek naturally fits into these moments, it’s familiar, friendly and helps spark conversations without saying too much.”
Sharing her thoughts on the campaign, Ananya Panday said, “Hide & Seek is a brand I have grown up with, so being part of this campaign feels very special. I love how the film captures those small, fun moments that spark a connection. It’s playful, relatable and really celebrates how my generation expresses affection, effortlessly and honestly.”
Echoing this sentiment, Lakshya added, “Hide & Seek is such an iconic brand, and it’s exciting to be associated with something that has been a part of my childhood. This campaign felt very real to me. It’s about chemistry, comfort and those little moments that stay with you. I’m thrilled to be part of a story that celebrates young love in such a fresh way.”
Launched in 1996, Hide & Seek is recognised as India’s first moulded choco chip cookie and remains a popular choice among young consumers. Over the years, the brand has built strong associations with moments of sharing and easy conversation.
The Valentine’s Day campaign will roll out through a 360-degree media plan, led by a high-impact television commercial, supported by print innovations and extensive outdoor visibility across key markets. The campaign will also see strong amplification across video streaming platforms, social and digital channels, as well as e-commerce and quick-commerce platforms to drive reach and engagement during the festive period.
Campaign Credits:
- Client: Parle Products Private Limited
- Brand: Parle Platina Hide & Seek Cookies
- VP Marketing: Mayank Shah
- AGM Marketing: Kaizeen Writer
- Deputy Brand Manager: Abhishek Malpure
- Creative Agency: Thought Blurb
- Director: Sarah Dacosta
