Parle’s ‘GIF it a go!’: A sweet play on connection and cookies

Parle Products, a manufacturer of biscuits and confectionery, has launched a new campaign for its Hide & Seek choco chip cookies. Titled ‘GIF it a Go!’, the campaign introduces a fresh, youthful twist to cookie enjoyment, exploring fun, playful interactions through the world of GIFs.

The ‘GIF it a Go!’ campaign, comprising five ad films, connects with today’s youth, encouraging them to add a touch of humour and spontaneity to their daily interactions through GIF-inspired, witty exchanges. The campaign includes five uniquely themed films, each bringing to life relatable, everyday moments – from library encounters to photo booths—in a way that makes Hide & Seek the perfect icebreaker.

Commenting on the campaign, Mayank Shah, vice president of marketing at Parle Products, said, “With ‘GIF it a Go!,’ we’re transforming Hide & Seek into more than just a cookie—it’s a playful part of everyday moments. Our goal is to strengthen its appeal among young consumers who value authenticity and shared experiences.”

Through ‘GIF it a Go!,’ Parle Products strengthened Hide & Seek’s connection with young audiences, adding a playful touch to everyday moments while enhancing its reputation as India’s preferred premium choco chip cookie. Whether it is a young student helping a girl solve a math problem with some supportive gestures, and being rewarded with a thank you GIF asking her to be a her ‘Partner in crime’. Or two neighbours embarking on a relationship with a GIF, courtesy mixed packages, two youngsters sneaking the cookies inside their books in a library, where eatables are not allowed.

Conceptualised by The Minimalist, the campaign embraced the visual language of GIFs to capture the attention of Gen Z, infusing humor and relatability into each interaction. Sahil Vaidya, Co-Founder of The Minimalist, stated, “With ‘GIF it a Go!,’ we reimagined how a brand can inspire real connections. By blending humor with simple, visual storytelling, we crafted a campaign that resonated with Gen Z’s love for light-hearted, shareable moments—making Parle Platina Hide & Seek the perfect icebreaker.”

Campaign’s take: Parle Products has rolled out a witty and youthful campaign for its Hide & Seek choco chip cookies, aiming to cement its position as India’s favourite premium choco chip brand. Titled ‘GIF it a Go!’, it cleverly integrates the visual language of GIFs into five playful ad films, targeting a Gen Z audience that thrives on humour, relatability, and shared experiences.

Each film turns everyday interactions into quirky moments with Hide & Seek as the ultimate icebreaker. Whether it’s sneaking cookies into a library under a no-food rule, or sparking a connection between neighbours through a cheeky ‘Partner in Crime’ GIF, the ads celebrate spontaneity. By weaving cookies into these light-hearted exchanges, the campaign elevates Hide & Seek from a treat to a social catalyst.

With visuals conceptualised by The Minimalist, the campaign mirrors Gen Z’s love for expressive, meme-inspired content. It’s a strategic move by Parle to modernise Hide & Seek’s image while staying true to its indulgent chocolatey legacy since 1996.

The playful storytelling not only reinforces the brand’s premium identity but also ensures it stays relevant among younger consumers seeking authenticity in their everyday lives. Through ‘GIF it a Go!’, Parle has successfully redefined cookie culture—one shareable moment at a time.

Credits: 

• Parle Products vice president-marketing: Mayank Shah
• Assistant general manager—marketing: Kaizeen Writer
• Deputy brand manager: Parag Kelshikar
• Creative agency: The Minimalist
• Director: Kay Sukumar