The campaign includes three ads that show how Hide & Seek plays a way of expressing affection among.
Parle Products has launched its latest advertising campaign for the Chocolate Chip Cookie company Hide & Seek with a particular focus on establishing the brand’s reputation as a facilitator of first-time conversations. The campaign focuses on romantic love in the teenage years that are commonly felt in adolescence. In addition to hiding & Seek is helping its customers to begin those particular conversations. The films, which were developed through Brand League Partners, will be focused on TV advertising across all genres, including Television commercials (TVCs) and digital channels.
It is believed that the Hide & Seek brand is synonymous with innocent love because of its consistent brand messaging throughout the last 25 years. This makes Valentine’s Day an ideal time for consumers to remember to express themselves since it’s right across the horizon. The campaign, ‘Start your story by using Hide & Seek,’ includes three different ad films that show how Hide & Seek plays a factor in expressing love between teens. The advertisements feature youngsters in various scenarios to show ‘first glimpses of attraction.’ A young lady walks into a florist’s shop. She is greeted by the son of the owner and two people. They meet one another for the first encounter on a boat and a fashion show where a designer mistakenly misinterprets the photographer for a model.
Each film focuses on children making their unique language using sweet gestures, and Parle Hide and Seek is their cupid/wingman. The TVC’s are designed to appeal to teenagers and young adults (15 to 25) who are cautious about engaging in chat with someone they are interested in since they don’t have the confidence to initiate a conversation or even approach someone at first.
Mayank Shah, Senior Category Head at Parle Products, says, “We here at Parle Products realize how crucial it is for brands to be an integral part of the customer’s journey. We all have to face specific moments when growing up and becoming teenagers, and we are aware of the importance of the changes and choices we make during that moment.
All of us have experienced that moment in our adolescent years where the fear of being rejected keeps us from engaging in dialogue with the person we love. Our top-quality brand Hide & Seek resonates with young and innocent love while catalyzing to ignite the spark in those who are shy to speak openly or in a direct manner. Our brand is a way of breaking the ice so that the first-time conversations between two teenagers feel comfortable and relaxed. Because the campaign is targeted at teenagers, it’s not about intense love but relatively innocent attraction and young, fun romance.
The campaign is playful and simultaneously creates our brand’s image to achieve top-of-mind recognition for our customers and carry on the story of our brand. Through this digital and TV campaign, we are aiming to increase our presence within the chocolate cookie category.”
Samir Chonkar, Head at Brand League Partners, said, “We wanted to design something unique for our customers and are thrilled to have the opportunity to design an identity to the Parle Hide & Seek brand – “Start your journey by playing Hide & Seek’, that will provide a familiar, exciting and a fun experience for all! The films show adorable and innocent interactions between couples, designed to appeal to the customers’ desires to be loved and have a focus on this brand.”
To celebrate the festival that youngsters love, Parle Products will release TVCs in seven different languages like Hindi, Bengali, Kannada, Telugu, Malayalam, Oriya, Assamese, and Tamil. An online campaign will back them. To increase the reach of social media, Parle plans to create Instagram filters that couples can use and launch reels challenges and gift competitions.