Parle Products, India’s leading manufacturer of biscuits and confectionery, proudly announces Bollywood star Ananya Panday as the brand ambassador for its premium sweet cookies portfolio, Hide & Seek. This collaboration aims to strengthen the brand’s appeal and reinforce its position as India’s most beloved choco chip cookie.

Since its debut in 1996, Hide & Seek has carved a niche in the market as India’s first choco chip cookie, delighting millions with its rich chocolate flavor and crunchy texture. Over the years, the brand has built a loyal customer base, becoming a household favorite. Now, with Ananya Panday on board, Hide & Seek is set to connect with a new generation of chocolate lovers.

The latest campaign, ‘Start Your Story’, encourages consumers to celebrate and share their special moments with Hide & Seek cookies. The campaign features playful and intriguing interactions between Ananya Panday and Lakshya, with Hide & Seek cookies playing a central role in their story.

An Exciting New Partnership

Commenting on the association, Mayank Shah, Vice President at Parle Products, expressed his enthusiasm: “We are ecstatic to welcome Ananya Panday and Lakshya into the Hide & Seek family. Their youthful energy, charm, and strong connection with Gen Z and millennials make them a perfect fit for our brand. Through this partnership, we aim to deepen our engagement with young consumers and make Hide & Seek a part of their everyday moments of joy.”

Adding insights into the campaign, Pramod Sharma, National Creative Director at Rediffusion Brand Solutions, highlighted the brand’s commitment to excellence. He stated, “Parle Platina Hide & Seek has always set benchmarks—whether in product excellence, marketing, or innovation. Their advertising has consistently been top-notch. The challenge for us was to elevate this campaign further. With two incredibly talented actors, Ananya Panday and Lakshya, compelling scripts, and a fantastic client, we had the perfect ingredients to craft a true Hide & Seek story. I have no doubt that this campaign will take the brand to new heights.”

Ananya Panday’s Delightful Association

Sharing her excitement, Ananya Panday said, “I have always loved Hide & Seek cookies – they bring back so many childhood memories! I am thrilled to be the face of a brand that I genuinely enjoy. The perfect blend of crunchy cookies and choco chips is simply irresistible. I can’t wait to take my fans on a delightful journey with Hide & Seek!”

Her enthusiasm aligns perfectly with the brand’s image, making her an ideal choice to engage younger audiences.

Lakshya’s Experience with the Campaign

Lakshya, co-starring in the campaign, shared his experience: “Being part of the ‘Start Your Story’ campaign with Hide & Seek has been an incredible experience. The brand has always been about creating joyful moments, and this campaign beautifully captures the essence of sharing special stories over a delicious bite. Working alongside Ananya has been great fun, and I am excited for everyone to see how our playful moments come to life with Hide & Seek.”

His statement underscores the campaign’s message—bringing people together over a shared love for Hide & Seek cookies.

Expanding Reach Across Multiple Platforms

The ‘Start Your Story’ campaign is designed for a multi-platform rollout, ensuring maximum engagement and reach. It will be promoted across digital channels, television, and on-ground activations, making it accessible to a broad audience. The campaign invites consumers to share their own Hide & Seek moments, reinforcing the emotional connection between the brand and its customers.

Parle Products has consistently been at the forefront of innovation in the confectionery industry, and this new campaign is set to elevate Hide & Seek’s brand presence even further. With Ananya Panday and Lakshya leading the way, Hide & Seek continues to be more than just a cookie—it’s a part of cherished memories and special moments.

Stay tuned for the campaign as it unfolds, bringing more delightful stories and delicious bites to chocolate lovers across the country!

Author: Ronak Rehal