Top Story


Home >> Advertising >> Article

Everest Brand Solutions seeks to put the ‘fight’ back in Parle Hide & Seek

Font Size   16
Everest Brand Solutions seeks to put the ‘fight’ back in Parle Hide & Seek

In a bid to infuse some more life into Parle Hide & Seek biscuits, Everest Brand Solutions has come up with a multimedia campaign based on the platform of temptation with the tagline ‘Tasty Itna Ki Dil Aa Jaye’. A TVC featuring Hrithik Roshan recently broke on major channels. Vipin Dhyani is the creative director of the film. Chrome Pictures is the production house, while Amit Sharma has directed the TVC.

The film is based on the idea that a pack of biscuits can be a good icebreaker. The other person’s inhibitions are suppressed by the sheer tempt value that brand Hide & Seek offers.

On the strategy of the brand positioning, an official communiqué stated: “The route of temptation has worked very well for the brand and, therefore, needs to be retained. However, the consumer would like to see a different execution/ story of Hide & Seek being used as a tool for temptation.”

The objective and the challenge of the brand has been to carry forward the existing campaign with the same proposition and present a different rendition of the earlier Parle Hide & seek commercial (wherein Hrithik uses the biscuit to lure the girl in a discotheque).

The communiqué added, “The format used in the dance commercial had worked very well and so it was decided to retain it. This made the task even more challenging as it reduced the creative options drastically.”

The film with a girl on her way home from work late night. She unsuccessfully tries to flag down a taxi, before reaching a lonely bus stop. There she spies a guy (Hrithik), who is standing at the other end of the bus stop munching Parle Hide & Seek biscuits, which seem tempting to the girl too.

Soon a bunch of rowdies turn up in a car who start teasing the girl. As she looks to Hrithik for help, he tells her to fight. The girl is flabbergasted at the thought of taking on a whole bunch of goons. She is then swirled around by Hrithik in a manner that she ends up hitting all the goons. The film ends with the two sharing the pack of biscuits.


Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance, on the brand’s unconventional approach to marketing and priorities for the next year

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Conceptualised and executed by WATConsult, the campaign focuses on how Lotus Make-up is an enabler for women from various walks of life

iProspect released the third annual 2018 Future Focus Whitepaper geared to examine how machines and technology will impact marketing and advertising in the year ahead

Mavcomm Consulting one of India’s leading Public Relations, Reputation Management& Brand Communications company today announced elevation of Pranjal Dutta to the role of CEO