Ad Campaigns
Parle’s Iconic Hide & Seek brand Introduces new campaign: Start Your Story
Mumbai: Parle, India’s leading manufacturer of biscuits and confectionery, has announced the launch of a new campaign for its premium sweet cookie brand, Hide & Seek. With this campaign, Parle aims to explore multiple touchpoints to generate buzz and create excitement around the brand.
Hide & Seek has been a premium brand with a very strong brand equity across the country since its launch in 1996, and is made with real chocolate chips, making it India’s most loved chocolate chip cookie.
The new campaign, titled ‘Start your story with Hide & Seek’, features a TV commercial with two young protagonists who meet on a tennis court. The ad showcases how Hide & Seek cookies can be a catalyst for connecting with a special someone.
The commercial was conceptualized by DDB Mudra.
Commenting on the campaign, Parle Products senior category head Mayank said, “As we continue to expand our reach in the international markets, we remain dedicated to providing the Indian consumers with premium products that offer great taste. Hide & Seek has been our flagship brand in the premium sweet cookies segment and we are thrilled to introduce this new campaign to our audience. We believe that the ‘Start your story with Hide & Seek’ campaign will help strengthen the brand’s position in the market and reinforce our commitment to delivering the best chocolate experience to our consumers.”
DDB Mudra Group chief creative officer Rahul Mathew added, “Hide & Seek cookies have been synonymous with the best chocolate experience in the sweet cookie segment for years. Our aim with this campaign is to remind our target audience to not hide from the one they seek. The film portrays this message in a charming, lively, and enjoyable way.”
As one of India’s leading manufacturers of biscuits and confectionery, Parle has built a reputation for delivering both health and taste with their wide range of products. Hide & Seek Chocolate Chip Cookies, the first brand of Parle in the premium sweet cookies segment, has grown to become synonymous with the best chocolate experience in the sweet cookie category, and the new campaign “Start Your Story” highlights the brand’s iconic status. With the new TVC featuring tennis players sharing a playful moment over cookies, Parle aims to connect with its target audience and reinforce Hide & Seek position as the preferred choice for consumers in the premium chocolate cookie category.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
