MAM

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

https://indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2022/01/19/img_19012022_143831_800_x_800_pixel.jpg?itok=FEaCkJVz

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.

Latest Reads

https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/23/sochers.jpg?itok=lw47gr2x
SoCheers partners with MindPeers to promote employee wellness

Digital agency, SoCheers has partnered with MindPeers, a leading mental strength platform. This association is the agency’s constant and ever-going attempt to create a thriving and conducive work environment for its employees.

MAM Marketing Brands
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/23/jiten-mahendra.jpg?itok=ADT-JoTW
Byju’s onboards Jiten Mahendra as VP & head marketing

Edtech major Byju’s has onboarded Jiten Mahendra as the new vice president & head marketing.

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/23/fcb.jpg?itok=N6dZbm0-
FCB India wins India's First Fusion Pencil at One Show 2022

Mumbai: FCB India wins India’s first Fusion Pencil at the coveted One Show 2022! The agency won this honour for their campaign The Nominate Me Selfie for Political Shakti & The Times of India. FCB also bagged a Silver Pencil for UNAIDS The Mirror - See Me As I Am campaign. The One Show Fusion...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/23/zepto.jpg?itok=npwPI2km
IPL campaign was a critical milestone towards becoming synonymous with quick-commerce: Zepto CMO

MUMBAI: Ten-minute grocery delivery app and the youngest entrant on the quick commerce scene, Zepto launched its latest IPL campaign last week. Crafted by L&K Saatchi and Saatchi, the third film in what has been a high decibel campaign in more ways than one considering it features powerhouse...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/21/rishad.jpg?itok=kekw9Foq
ML & AI to play a key role for marketers in the third connected age: Rishad Tobaccowala

The world is now entering the third connected age and it is going to have a huge impact on various areas of advertising and marketing.

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/21/udit.jpg?itok=osA1nf5V
Exotel appoints Udit Agarwal as VP and global marketing head

MUMBAI: The leading customer engagement platform, Exotel, has onboarded Udit Agarwal as vice president and global marketing head. He will be responsible for strategic and tactical marketing. Exotel is on a hyper-growth strategy drive and plans to hire 700 new employees this fiscal year. Prior to...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/21/satya_nadella.jpg?itok=1rgWmDWy
Major League Cricket raises $120 mn funding, Microsoft CEO Satya Nadella among lead investors

MUMBAI: Microsoft CEO Satya Nadella is the leading investor in the $44 million Series A and A1 fundraising round by New York-based Major League Cricket (MLC), a T20 competition featuring six franchises that have been sanctioned by USA Cricket. The league is targeted to launch next year.

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/21/dentsu.jpg?itok=MCa-2QxP
The One Show 2022: Dentsu Webchutney bags 18 pencils for its ‘The Unfiltered History Tour’ campaign.

Mumbai: Dentsu Webchutney, the digital creative agency from dentsu creative group India has once again demonstrated creative excellence with its outstanding performance at ‘The One Show 2022’. The agency converted 21 shortlists into 18 pencils, three merits and a best of discipline across multiple...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/05/21/bindu_balakrishnan.jpg?itok=nOn8krgw
Weekend Unwind with: DCMN India's country head Bindu Balakrishnan

With another weekend upon us, it’s the time to unwind with some tete-e-tete that peeks into the mind of a corporate executive. An attempt to get to know the person behind the title a little better, by having them share their nuggets on life and their mantras to deal with the curveballs that life...

MAM Marketing MAM