Parle’s Hide n Seek has launched a new TV campaign featuring brand ambassador Hrithik Roshan. Hide n Seek’s communication has been based on the platform of temptation and its tagline Tasty Itna Ki Dil Aa Jaye attempts to communicate the idea that Hide n Seek could be the starting point of a romance. This time around, it was decided that the creative would give a different twist to the idea of enjoyment, from the earlier TVC which featured Hrithik on the dancefloor.
The film opens on a young woman who is looking for a taxi to take her home after a hard day’s work. She tries to hail a cab but is unsuccessful. She then walks towards the nearby bus stop, where she notices Hrithik standing, munching on Hide n Seek biscuits. She is tempted to eat the biscuits, too. Just then a bunch of loud goons pass by in a car. Noticing the girl, they call out to her, making all kinds of suggestive remarks. At this point, Hrithik moves closer to the girl to let the goons know that she is not alone. As the goons get bolder and louder, Hrithik asks the girl if she would like to fight them. The girl seems stunned at the thought of taking on a bunch of goons and tells Hrithik that she can’t. Hrithik then swirls the girl in a manner such that her hand slaps one of the goons. So follows a choreographed set of moves that eventually succeeds in overpowering the goons. The film ends with the girl and Hrithik enjoying a pack of Hide n Seek.
“The earlier thematic campaign with Hrithik on the dance floor was extremely successful. Hence the client was resistant towards the idea of changing the proposition this time around, to a great extent. They wanted to stick to the basic premise of Tasty itna ki dil aa jaye but go beyond the obvious. Hence, the proposition was extended to include the idea of empowering the young woman. Hrithik is therefore shown helping the young woman to take charge and fight the molesters, albeit in a choreographed routine,” says Vipin Dhyani, creative director, Everest Brand Solutions.
The campaign will primarily use television along with print and POS.