Vadilal, Parle bring Hide & Seek into ice cream with new launch

MUMBAI: Vadilal Industries and Parle Products are taking Hide & Seek beyond the biscuit aisle with the launch of Vadilal Hide & Seek Ice Cream under a new trademark licensing partnership.

The collaboration combines Vadilal’s ice cream manufacturing, distribution and cold-chain capabilities with Parle’s brand equity around Hide & Seek, bringing the biscuit’s chocolate-chip and cookie experience into a new format.

The ice cream is being launched alongside a nationwide integrated marketing campaign titled ‘Jodi Aisi Ki Nazar Na Lage’, which celebrates the pairing of the two brands through the familiar cultural expression of the evil eye.

At the centre of the campaign is a digital video commercial showcasing the combination of chocolate chips, cookie crunch and creamy ice cream. The evil-eye emoji serves as a recurring creative device, reflecting the campaign’s idea of celebrating a new brand combination worth protecting.

Vadilal chief marketing officer Ravi Makhwana said the partnership brings together the nostalgia associated with Hide & Seek and a format that consumers already enjoy.

Parle Products chief marketing officer Mayank Shah said the collaboration takes the brand’s familiar chocolate-chip experience beyond biscuits while retaining its core identity.

Vadilal Hide & Seek Ice Cream will be available from 25 September across Vadilal parlours, retail stores, supermarkets, modern trade and quick-commerce platforms.

The product will be sold in tubs and cones, bringing Hide & Seek’s chocolate-chip and cookie-led taste profile into a creamy ice cream format.

The launch is also aimed at connecting with consumers who grew up with Hide & Seek while introducing the brand to younger audiences through a new consumption occasion.