Parle Products, India’s leading manufacturer of biscuits and confectionery, today unveiled a new campaign for Parle Platina Hide & Seek Milano under the tagline, “Can’t Say No to Hide & Seek Milano.”
The campaign features actor Lakshya as the face of the Milano portfolio. It builds on the brand’s premium positioning while highlighting the irresistible pull of a range of cookies that fits into no set time or routine.
Parle Platina Hide & Seek Milano has long set the benchmark in premium choco treats. Made with rich ingredients, it is the indulgence consumers reach for when a craving simply can’t be ignored. With this campaign, the brand invites everyone to rediscover the pleasure of giving in, sparking fresh excitement and reinforcing the brand as one that always delivers a satisfying experience.
The campaign will go live across digital and social media platforms, sparking conversations and engagement while further reinforcing Milano’s place as a premium and aspirational choice in the category. Lakshya’s association marks a new chapter for the brand, combining charm and freshness to create a lasting impression.
Speaking about the campaign, Mayank Shah, Vice President, Parle Products, said, “Hide & Seek Milano has always stood out for its rich chocolate taste and premium cookie experience that our consumers love. With Lakshya joining as the face of the Milano Hide & Seek portfolio, our vision is to take Milano beyond being just a momentary indulgence and strengthen its position as the most desired choco cookie brand in the country. We are confident of creating a stronger brand connection and building excitement across platforms, ensuring Milano remains the top choice for anyone craving a truly delightful choco cookie.”
Pallavi Chakravarti, Founder and CCO at Fundamental, commented, “Most cookies and biscuits come with their own set of rules. Some are to be dunked into your evening chai, some are reserved for your kid’s tiffin, others are only ever brought out for guests. The Hide & Seek Milano range is none of those things. It’s indulgence, plain and simple. The fact that there’s no right time, no right place is what we leaned into while creating this campaign. With Lakshya playing the leading man, each of the films is imbued with his easy charm and tongue-firmly-in-cheek humor.”
Lakshya shared his excitement, saying, “I am thrilled to join Parle Hide & Seek Milano as the face of the brand. The campaign is so much fun and perfectly captures what Milano stands for a deliciously choco-filled treat and moments of pure delight. It’s truly a cookie you can’t resist, and I look forward to sharing the Milano experience with everyone.”
