Parle Products has unveiled its latest campaign for Parle Platina Hide & Seek Milano, positioning the brand as the ultimate chocolate indulgence. Anchored by the tagline “Can’t Say No to Hide & Seek Milano,” the campaign features Lakshya as the face of Milano, bringing aspirational yet relatable charm to the brand’s rich, chocolate-filled positioning.

The campaign emphasizes that Milano is more than just a cookie-it’s a premium treat that consumers can enjoy anytime, anywhere. With its signature chocolate-centered cookies, Milano is framed as an indulgent, sophisticated delight, offering small moments of joy in everyday life. Lakshya’s playful persona aligns perfectly with this positioning, creating a fun and engaging narrative that resonates with chocolate lovers.

Mayank Shah, Chief Marketing Officer at Parle Products, notes that Milano has always been about creating joy for consumers, making ordinary moments special with a chocolatey bite. Pallavi Chakravarti, Founder and CCO at Fundamental, adds that Milano breaks conventional rules: there’s no specific time, mood, or company required to enjoy it. The campaign captures the idea of indulgence without boundaries, blending premium codes with playful energy.

Lakshya shared his excitement, highlighting how Milano transforms everyday moments into indulgent experiences, describing the cookies as stylish, playful, and irresistible.

Launched in 2006, Parle Platina Hide & Seek Milano has cemented its position in India’s gourmet cookie segment, synonymous with premium delight. The campaign will roll out pan-India, led by a high-impact brand film, and amplified across digital, social media, e-commerce, and quick-commerce platforms, aiming to strengthen engagement with premium consumers.