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 has introduced a fresh, youthful twist to cookie enjoyment, exploring fun, playful interactions through the world of GIFs.
Hide & Seek, a beloved premium choco chip cookie brand since 1996, is known for its indulgent 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 humour and spontaneity to their daily interactions through GIF-inspired, witty exchanges. The campaign includes five uniquely themed films, each bringing to life relatable, everyday moments – from library encounters to photo booths – in a way that makes Hide & Seek the perfect icebreaker.
Conceptualised by The Minimalist, the campaign embraced the visual language of GIFs to capture the attention of Gen Z, infusing humour and relatability into each interaction.
Through ‘GIF it a Go!,’ Parle Products strengthened Hide & Seek’s connection with young audiences, adding a playful touch to everyday moments while enhancing its reputation as India’s preferred premium choco chip cookie.
Watch the ‘Classroom’ video here:
Watch the ‘Gift’ video here:
Watch the ‘Library’ video here:
Watch the ‘Painting’ video here:
Watch the ‘Photo Booth’ video here:
Commenting on the campaign, Mayank Shah, VP of 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.”
Further, Sahil Vaidya, Co-Founder, The Minimalist, said, “With ‘GIF it a Go!,’ we reimagined how a brand can inspire real connections. By blending humour 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.”
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
