Parle Products has unveiled its Valentine’s Day campaign for Parle Platina Hide & Seek Choco Chip Cookies, bringing together Bollywood actors Ananya Panday and Lakshya in a youthful, light-hearted narrative. Titled “Start Your Story with Hide & Seek,” the campaign positions the iconic cookie as a simple yet meaningful icebreaker for young consumers exploring new connections.

The campaign film captures Ananya and Lakshya in playful, easy-going moments, set to the brand’s familiar Hide & Seek tune. Through music, movement and shared smiles, the story reflects the excitement and nervous energy of early interactions. Rather than grand romantic gestures, the film focuses on small, relatable moments – a shared laugh, a dance move, or offering a cookie – that often say more than words. This approach mirrors how today’s teenagers and young adults express curiosity and affection in subtle, everyday ways.

Extending beyond the film, Parle Platina Hide & Seek has introduced a Valentine’s Day consumer contest. Limited-edition packs feature a QR code that invites consumers to upload a dance video with a friend or loved one, grooving to the iconic Hide & Seek song. The winning entry stands a chance to be featured on the brand’s packaging, encouraging participants to turn ordinary moments into memorable stories.

Commenting on the initiative, Mayank Shah, Chief Marketing Officer at Parle Products, shared that Hide & Seek has always been about bringing people together over simple, enjoyable experiences. Ananya Panday and Lakshya echoed similar sentiments, highlighting the brand’s nostalgia and its natural fit within stories of young love and effortless connection.

Launched in 1996, Hide & Seek continues to remain a popular choice among young consumers. The Valentine’s campaign will be amplified through a 360-degree media plan spanning television, print, outdoor, digital, streaming platforms, and quick-commerce channels, ensuring strong visibility throughout the festive season.