Playful Valentine's Campaign Stars Ananya & Lakshya for Hide & Seek

Parle Products has rolled out a Valentine’s Day campaign for its Parle Platina Hide & Seek Choco Chip Cookies, featuring actors Ananya Panday and Lakshya.

The campaign, titled Start Your Story with Hide & Seek, positions the brand as a simple icebreaker for young people during early romantic interactions.

The main film shows Ananya and Lakshya in a series of light, everyday moments set to the well-known Hide & Seek jingle.

The narrative avoids dramatic declarations and focuses instead on casual exchanges—sharing a cookie, a smile, or a brief conversation—that often mark the beginning of relationships.

The tone reflects how Gen Z marketing approaches romance today, favouring ease and familiarity over formality.

• Hide & Seek’s Valentine’s campaign turns cookies into a playful icebreaker
• Ananya Panday and Lakshya star in Parle’s Gen Z love story film
• Parle Hide & Seek blends everyday romance with youthful storytelling

As part of the initiative, the brand has also launched a Valentine’s Day consumer contest. Shoppers who purchase select packs can scan a QR code and upload a short dance video with a friend or partner using the brand’s tune. Winning entries will be featured on future packaging, giving consumers a chance to become part of the product’s visual identity.

Speaking about the campaign, Mayank Shah, Chief Marketing Officer at Parle Products, said the idea was to highlight how the cookie often accompanies small, shared moments between people. He added that the pairing of Ananya and Lakshya helped convey a natural, youthful dynamic. Vinod Kunj, founder of creative agency Thought Blurb, noted that the concept was built around the awkwardness and curiosity that define early connections, aligning with current Indian advertising campaigns.

Both actors said the association felt personal, as Hide & Seek cookies have been part of their growing-up years. They pointed out that the film mirrors situations many young people recognise from daily life, reinforcing the brand’s emotional recall.

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The campaign is being promoted across digital advertising, television, print, outdoor media, and social channels, strengthening brand engagement during the Valentine’s Day period.