Parle celebrates Valentine’s Day with Ananya Panday and Lakshya

Parle Products has unveiled its new Valentine’s Day campaign for Parle Platina Hide & Seek Choco Chip Cookies, starring Ananya Panday and Lakshya.

Titled ‘Start Your Story with Hide & Seek’, the campaign positions the iconic cookie as a fun icebreaker and conversation starter for young consumers experiencing these moments for the very first time.

Commenting on the campaign, Mayank Shah, Chief Marketing Officer, Parle Products, said, “Hide & Seek has always been about bringing people together over a simple, enjoyable moment. With this campaign, we wanted to capture the excitement of first conversations and early interactions, especially among younger consumers. The cookie becomes an easy, playful way to break the ice, and Ananya and Lakshya bring that youthful energy to life beautifully.”

Adding to this, Vinod Kunj, Founder, Thought Blurb, said, “The idea behind ‘Start Your Story with Hide & Seek’ was to reflect the innocence and spontaneity of early connections. Hide & Seek naturally fits into these moments, it’s familiar, friendly and helps spark conversations without saying too much.”

Sharing her thoughts on the campaign, Ananya Panday said, “Hide & Seek is a brand I have grown up with, so being part of this campaign feels very special. I love how the film captures those small, fun moments that spark a connection. It’s playful, relatable and really celebrates how my generation expresses affection, effortlessly and honestly.”

Echoing this sentiment, Lakshya added, “Hide & Seek is such an iconic brand, and it’s exciting to be associated with something that has been a part of my childhood. This campaign felt very real to me. It's about chemistry, comfort and those little moments that stay with you. I’m thrilled to be part of a story that celebrates young love in such a fresh way.”