Parle’s ‘GIF it a Go!’ Campaign Makes Cookies Fun

Parle Products, the iconic biscuit and confectionery manufacturer, has unveiled its latest campaign for the beloved Hide & Seek Choco Chip Cookies. Titled ‘GIF it a Go!’, this innovative campaign infuses a youthful and playful vibe into the cookie-eating experience, using the universal appeal of GIFs to connect with younger audiences.

The campaign targets Gen Z and millennials, encouraging them to weave GIF-inspired interactions into their daily lives. By leveraging the power of relatable and shareable moments, Parle seeks to position Hide & Seek as more than just a cookie—it becomes a fun, engaging way to spark conversations and connections.

The ‘GIF it a Go!’ campaign features five engaging short films, each depicting everyday moments that are brought to life with humor and creativity. These films highlight Hide & Seek as the ultimate icebreaker, perfect for breaking monotony and sparking light-hearted exchanges.

Commenting on the campaign, Mayank Shah, VP of Marketing at Parle Products, shared, “With ‘GIF it a Go!’, our goal is to transform Hide & Seek into a playful element of daily life. By tapping into the youthful energy of Gen Z, we aim to strengthen the brand’s appeal among young consumers who value authenticity and shared experiences.”

The campaign was conceptualized and executed by The Minimalist, a creative agency known for its fresh approach to storytelling. Co-founder Sahil Vaidya explained the creative direction: “With this campaign, we wanted to blend the simplicity of visual storytelling with humor, making it relatable to Gen Z’s love for light-hearted and shareable content. By positioning Parle Platina Hide & Seek as a medium for fun interactions, we’ve created a campaign that resonates deeply with the audience.”

The use of GIFs as a visual language is a stroke of genius, capturing the attention of the digital-savvy generation. Whether it’s a playful nudge to a friend or a quirky response to a moment, the campaign encourages viewers to engage in creative expression, just like they would with their favorite animated GIFs.

Parle’s Hide & Seek Choco Chip Cookies, already a favorite for their rich taste and premium appeal, are now poised to become the go-to snack for creating memorable, playful moments. By combining humor, relatability, and creativity, the ‘GIF it a Go!’ campaign ensures that the brand remains relevant and loved by younger consumers.

This campaign not only reflects Parle’s commitment to innovation but also its deep understanding of evolving consumer preferences. With its fun, shareable approach, ‘GIF it a Go!’ is all set to make Hide & Seek the ultimate icebreaker for today’s generation.