Breaking the ice with Parle Hide & Seek
Parle Product’s latest ad campaign for its best-selling chocolate chip cookie brand highlights the feelings of teenage romance and the awkwardness that often comes with it.
The Indian producer’s Hide & Seek cookie brand has been synonymous with ‘innocent love’ through its consistent brand communication over the past 25 years.
The new campaign is tailored to connect with teenagers and young adults (15-25 year olds), 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. Conceptualised by Brand League Partners, it showcases three scenarios – at a fashion show, on a ferry and in a flower shop – where Parle Hide & Seek comes to the fore as their wingman.
“We at Parle Products realise how important it is for a brand to be a part of a customer’s journey,” said Mayank Shah, senior category head at Parle Products.
“There are certain moments that we all face while growing up as teenagers and we understand the significance of these changes and decisions we make at that time.
“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. Our premium brand Hide & Seek resonates with young and innocent love while acting as an enabler to ignite a spark in situations wherein people feel hesitant to express themselves freely or directly. Our brand plays the role of breaking the ice so the first-time conversations between two young people are comfortable and relaxed. Since the campaign is targeted towards teenagers, it's not about intense love but about innocent attraction & young playful chemistry.
“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.”
Parle Products is releasing the TVCs in seven languages, including Hindi, Bengali, Kannada, Telugu, Malayalam, Oriya, Assamese and Tamil.
