Mumbai: Parle Products, India’s biscuits, snacks and confectionery manufacturer, in continuation with its campaign ‘Start your story with Hide & Seek’, has launched #SeekingSigns to celebrate Valentine’s Day. This valentine’s week, the campaign gets bigger, better and more engaging, as it aims to resonate with people's hesitation to initiate the first move due to uncertainty about the 'right' move. As such, they are frequently missed or misread, leaving consumers perplexed while seeking confirmed signs.
The brand space of Hide & Seek is all about celebrating young love and the adrenaline rush that comes with it. Through constant brand communication over the past 25 years, the Hide & Seek brand has been synonymous with 'innocent love,' making Valentine's Day an ideal occasion for users to express themselves.
As an extension, the campaign is aimed to drive engagement and spread awareness of the previous films by amplifying the creative thought of #SeekingsSigns this time. In keeping with Valentine's Day, the campaign not only recognizes but also solicits stories centred on the very human conduct of nervousness and excitement that comes when looking for the signs. The campaign is being expanded with a series of call to action posts on Parle's social media accounts, including Instagram, Facebook, and Twitter. The posts will provide context about signs being ambiguous, followed by an engaging social media contest to find the prettiest, quirkiest signs from the audience themselves.
Parle Products senior category head Mayank Shah said, ‘‘The insight of the campaign originates from the fact that people are always looking for the correct signs to pursue/ reciprocate the person they like. In absence of a clear sign, they hesitate to express their feelings with the fear of anticipated rejection and misunderstanding. Through this campaign, we want to urge young people to be confident in their first move by seeking the correct signs.
Going ahead with a social media campaign this time, we wanted to leverage on the online engagement and traction, thereby creating a way of directly engaging the brand with consumers. Being a flagship brand in the premium category, Hide & Seek draws a strong brand recall, adopting the brand personality as an effective mediator in the minds of the consumers. The social media contest is designed to appeal to customers’ lovestruck-side and make their journey of seeking love more interactive and engaging.’’
