Going crazy over Parle's new Hide & Seek Black Bourbon

The campaign, conceptualised by Everest Brand Solutions, captures the excitement around the new product in town

BestMediaInfo Bureau | Mumbai | August 6, 2014

Click on the image to watch the TVC.

Parle Products has released a television campaign for Hide & Seek Black Bourbon, a new addition to the company's biscuit portfolio. The campaign, conceptualised by Everest Brand Solutions, portrays the excitement around 'Black Bourbon' in town.

The 30-second TVC highlights the fun side of craving and captures the euphoria. The campaign starts with showing how everyone is engaged in doing their usual boring stuff. But suddenly, they all go crazy when they see a van carrying Hide & Seek Black Bourbon biscuits. People start running and chasing the delivery truck, thus conveying that the new biscuit can make you do something you normally wouldn't.

Samir Chonkar

Samir Chonkar, Executive Creative Director, Everest Brand Solutions, said, “We had an excellent product to launch. When you are working on an iconic brand like Hide & Seek, the scale of the ad has to match the expectations. Hence, in the communication, we decided to move away from the usual category codes and go for a piece of work which sticks in the audience's minds. Obsessed crowds chasing the delivery van gives an idea about how wonderful is the 'Black Bourbon' experience that these people are after.”

Dhunji S. Wadia

Dhunji Wadia, President, Everest Brand Solutions, commented, “It is an interesting take on the euphoria around the new product Hide & Seek Black Bourbon, as they go to crazy extents to reach for it.”

Shalin Desai, Deputy Marketing Manager, Parle Products, added, “At Parle, we have always created category benchmarks with our innovative offerings. The objective was to introduce a unique product that brings excitement in a rather unexplored and mundane category. Available in two flavours, Vanilla and Chocolate, the brand owns the segment by positioning the biscuits as the Generation Next in the Bourbon category.”

Hide & Seek Black Bourbon Crème Sandwich is available across India in pack size of 100 gm and is priced at Rs 25.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Parle Products (Hide & Seek Black Bourbon)

Client Team: Pravin Kulkarnii, Shalin Desai, Kaizeen Writer

Creative Agency: Everest Brand Solutions

National Creative Director: Rahul Jauhari

Executive Creative Director: Samir Chonkar
Account Management: Umesh Barve, Jay Thaker

Film Director: David Alcalde

Production House: Picture Perfect

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