Parle Products, renowned for its biscuits and confectionery, has rolled out a vibrant campaign for its iconic Hide & Seek Choco Chip Cookies. The campaign, aptly named ‘GIF it a Go!’, taps into the digital-first culture of today’s youth, using GIFs as a medium to add humor, spontaneity, and fun to everyday interactions.
Since its debut in 1996, Hide & Seek has been synonymous with premium choco chip cookies and indulgent chocolatey goodness. With the launch of this campaign, the brand is evolving beyond a treat to a playful companion in daily life. The initiative seeks to position Hide & Seek as the ultimate icebreaker for India’s young, dynamic audience.
The ‘GIF it a Go!’ campaign features five engaging films that depict relatable, everyday scenarios, like quirky exchanges in libraries or light-hearted photo booth moments. Each film transforms ordinary interactions into opportunities for connection, with Hide & Seek playing a central role. By integrating the humor and brevity of GIFs, the campaign resonates strongly with the Gen Z and millennial demographic.
Mayank Shah, VP of Marketing at Parle Products, highlights the campaign’s unique approach:
“With ‘GIF it a Go!,’ we are reimagining Hide & Seek as more than just a cookie. It’s about making the brand a part of authentic, shared experiences that reflect the playful spirit of young consumers.”
Conceptualized by creative agency The Minimalist, the campaign embraces the universal language of GIFs to create content that is simple, witty, and shareable. Sahil Vaidya, co-founder of The Minimalist, emphasized:
“Our goal was to craft a campaign that merges the joy of Hide & Seek with the visual appeal of GIFs. The result is a relatable, light-hearted narrative that appeals to Gen Z’s love for quick, impactful storytelling.”
Through this campaign, Parle Products aims to deepen Hide & Seek’s connection with younger audiences, reinforcing its position as a brand that understands and complements their lifestyle. By combining a love for chocolate with a playful twist, ‘GIF it a Go!’ showcases how a classic product can evolve to stay relevant in today’s fast-paced, digital world.
As Hide & Seek transforms into a symbol of light-hearted connections, Parle Products continues to innovate, ensuring its place in the hearts—and hands—of the next generation.
