Ad Campaigns
Parle Hide & Seek plays cupid for adolescent love in new campaign
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.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
