Hide & Seek Fills confuses eaters with sweet nothings

Watch the film conceptualised by DDB Mudra here

Aug 05, 2022 06:45:00 PM | Video | Campaign India Team

Parle Products, has launched a TVC for its breakfast cereal product, Hide and Seek Choco Fills. It emphasises how it can play the role of a breakfast option, as well as an anytime snack.
Conceptualised by DDB Mudra, the film aims to strike a bond with the millennials, who prefers to have snacks on the go. 
The film features a classroom exam setting, where a girl nudges the boy ahead of her, to tell him how confusing the question paper is. He turns while munching on Hide & Seek Fills and starts to explain how the product is a cereal, but can be eaten anytime, with or without milk. On hearing him speak, the whole classroom looks at him, while the exam supervisor comes up to him and calls his description of the cereal confusing. 
Krishnarao Buddha, senior category head, Parle Products, said, “Kids segment is one of the most interesting verticals for any consumer goods company as they seek novelty and out of the box offerings. Customers are constantly looking to try new, delightful options, and Parle Products wants to expand that robust consumer ecosystem while meeting every demand. As a result, we've made a space on the shelf for a breakfast option that will satisfy both taste and function. The TVC shows how the product's crispy texture and melt-in-your-mouth sensation would make consumers love to have ‘Hide & Seek Fills’, which are a delightful experience and a fun alternative to breakfast or as a delicious snack at any time.”
Pallavi Chakravarti, creative head - West, DDB Mudra, said, “Is it a cereal? Is it a snack? Is it a tea- time bite? Or is it a midnight nibble? It was exactly this type of questioning that led us to the
campaign idea for Parle’s latest offering: Hide & Seek Fills. We kept the storytelling light and easy, much like the product itself. Our key learning from having made this? Sometimes confusion can be startlingly simple.”