MUMBAI: Parle Products, a manufacturer of biscuits and confectionery, has launched an engaging new campaign for its Hide & Seek Choco Chip Cookies. Titled ‘GIF it a Go!’, the campaign introduces a twist to cookie enjoyment by exploring interactions through the world of GIFs.
Hide & Seek, a premium choco chip cookie brand since 1996 offers a chocolatey experience. With this new campaign, the brand aims to become the go-to choice for premium choco chip cookies across India. The ‘GIF it a Go!’ campaign connects with today’s youth, encouraging them to add a touch of humor and spontaneity to their daily interactions through GIF-inspired, witty exchanges. The campaign includes five films, each bringing to life relatable, everyday moments – from library encounters to photo booths – in a way that looks to make Hide & Seek the perfect icebreaker.
Mayank Shah, VP marketing Parle Products, said, “With ‘GIF it a Go!,’ we’re transforming Hide & Seek into more than just a cookie – it’s a playful part of everyday moments. Our goal is to strengthen Hide & Seek’s appeal among young consumers who value authenticity and shared experiences.”
Conceptualised by The Minimalist, the campaign embraced the visual language of GIFs to capture the attention of Gen Z, infusing humor and relatability into each interaction. Sahil Vaidya, co-founder The Minimalist, stated, “With ‘GIF it a Go!,’ we reimagined how a brand can inspire real connections. By blending humor with simple, visual storytelling, we crafted a campaign that resonated with Gen Z’s love for light-hearted, shareable moments – making Parle Platina Hide & Seek the perfect icebreaker.”
Through ‘GIF it a Go!,’ Parle Products is aiming to strengthen Hide & Seek’s connection with young audiences.
Links to the TVC:
Campaign Credits:
- Client – Parle Products Private Limited
- Brand – Parle Platina Hide and Seek Chocolate Chip Cookies
- VP Marketing – Mayank Shah
- AGM Marketing – Kaizeen Writer
- Deputy Brand Manager – Parag Kelshikar
- Creative Agency – The Minimalist
- Director – Kay Sukumar
