Parle Products, the biscuits and confectionery company, has unveiled a new division called Parle Platina. With the new division that will comprise Parle’s range of premium products, the company aims at establishing Parle’s foothold in the premium segment. While Parle continues to dominate the popular segment, Parle Platina will adopt a new identity and imagery that resonates with the premium segment of consumers.
The launch of the new division, which includes products like Hide & Seek, Milano, Mexitos and Simply Good Health range of products, will kick-start through a TVC campaign. The ad that will run during the on-going season 10 of the Indian Premier League (IPL) will feature the chocolate chip cookies brand, Hide & Seek, which is making a comeback to TV ads after two years.
Conceptualised by Taproot Dentsu, both the TVCs feature a boy and a girl. One TVC is set in an underwater aquarium and the other is set in a flea market. In the first TVC, the boy tries to steal fleeting glances at the girl, who notices this. They both finally end up connecting over Hide & Seek. Similarly, in the second TVC, it is the girl trying to steal glances at the boy and they too end up bonding over a packet of Hide & Seek.
Speaking about the campaign, Mayank Shah, Category Head, Parle Products said, “Parle Platina stemmed from extensive research that showed that Parle needed a rejuvenated approach to reach consumers in the premium segment. While the products in this range exude our core values of trust and great quality, they also offer indulgence, premium taste and a feeling of aspiration. The products in the Platina division contain ingredients that are carefully selected and sourced from around the world, making every bite a delight. Through this campaign, we want consumers to recognise that Parle caters to consumers with varying and evolved tastes and preferences.”
Commenting on the idea behind the new communication, Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu, said, "Communication for Hide & Seek has always been flirty, frothy and fun. Over time, the brand has come to be associated with memorable moments and sharing, both through its imagery and in how it is consumed. With our latest campaign, ‘Don’t Hide from the One You’re Seeking’, we’ve tried to take the young, sweet and romantic vibe of the brand to a new space, one that encourages healthy attraction and pitches the product as the perfect ice-breaker."
Client: Parle Products Pvt Ltd
Agency: Taproot Dentsu India Communication Pvt Ltd
Client's Team: Mayank Shah, Kaizeen Writer, Anay Mapuskar
Director: Shirsha Guhathakurta
Production House: Oink Films