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Parle expands portfolio with Hide & Seek Bourbon; ropes in Hrithik Roshan as brand ambassador

03-October-2009
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Parle expands portfolio with Hide & Seek Bourbon; ropes in Hrithik Roshan as brand ambassador

Parle Products Pvt Ltd has expanded its product offering in India with the launch of Hide & Seek Bourbon biscuits. Hrithik Roshan, the company’s brand ambassador for Hide & Seek, is also the brand ambassador for this new product and a TV campaign featuring him is already on air across TV channels.

Hide & Seek Bourbon enters a market, which already has several established players, namely Britannia’s Bourbon biscuits. Parle had originally launched its Hide & Seek brand in December 1996 as a novel concept in the biscuit category – with actual chocolate chips embedded in it.

Parle has decided to continue with Hrithik Roshan as brand ambassador for Hide & Seek Bourbon, since he already has a strong connect with the consumers. In the ad for Hide & Seek Bourbon, the actor known for his dancing skills is shown flaunting his moves, and in the end there’s one line suggesting the consumers to ‘try it’. The idea is that people should be the judge of the product, rather than someone else telling them to like it.

Speaking on the positioning, Shalin Desai, Senior Product Manager, Parle Products, said, “Bourbon as a category is well known, but dominated by a few players. The idea to enter this space was to provide consumers a premium product offering a true bourbon experience.”

Vipin Dhyani, Founder & Creative Director, Thoughtshop, who has created the TVC, explained, “The brief was to show a connect between the product and celebrity’s individualities. I am sure that consumers will realise that the product belongs to a premium category like its brand ambassador – Hrithik Roshan. The challenge was to create a campaign of just 15 seconds, which was attention grabbing and justified the use of the celebrity, while at the same time was also stark. The result was an ad campaign in which we highlighted Hrithik’s dancing prowess and announced the launch of the new Bourbon.”

On their association with Hrithik Roshan, Desai said, “Consumers associate Hide & Seek with chocolate-based biscuits. Hence, the new product has been created under the Hide & Seek umbrella to give consumers biscuits with more quantity of rich chocolate cream in their Bourbon biscuits. We will continue to use Hrithik to endorse the brand since consumers have high recall value of him as Hide & Seek’s ambassador. This makes Hide & Seek Bourbon a brand that teens would not only like to associate with, but also flaunt.”

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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.