Parle’s Hide & Seek launches playful ‘GIF it a Go!’ campaign

Parle Products, India’s leading manufacturer of biscuits and confectionery, has launched an engaging new campaign for its iconic Hide & Seek Choco Chip Cookies. Titled ‘GIF it a Go!’, the campaign adds a fresh, youthful twist to cookie enjoyment by 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 further solidify its place as the go-to choice for premium choco chip cookies across India. ‘GIF it a Go!’ connects with today’s youth, encouraging them to add humor and spontaneity to their daily interactions through GIF-inspired, witty exchanges. The campaign features five uniquely themed films, each bringing to life relatable, everyday moments—ranging from library encounters to photo booth fun—showing how Hide & Seek can be the perfect icebreaker.

Commenting on the campaign, Mayank Shah, VP of Marketing at 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.”

Conceptualized by The Minimalist, the campaign taps into the visual language of GIFs to capture the attention of Gen Z, blending humor and relatability into each interaction. Sahil Vaidya, Co-Founder of The Minimalist, added: “With ‘GIF it a Go!’, we reimagined how a brand can inspire real connections. By blending humor 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.”

Through ‘GIF it a Go!’, Parle Products enhances Hide & Seek’s connection with young audiences, adding a playful touch to everyday moments while reinforcing its reputation as India’s preferred premium choco chip cookie.

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