Parle Products has launched a new campaign for Parle Platina Hide & Seek Milano, featuring Lakshya Lalwani as the brand ambassador for the Milano portfolio.
Built around the tagline “Can’t Say No to Hide & Seek Milano,” the campaign focuses on Milano Centre Filled Choco Cookies and presents the product as a chocolate-based treat option for consumers.
The campaign celebrates Milano as the ultimate treat, positioning it not just as a Choco Cookie that satisfies cravings, but something downright irresistible. Lakshya embodies an easy aspirational style and quiet wit, perfectly in sync with brand Milano’s sophistication and refined sensorial experience.
Mayank Shah, Chief Marketing Officer, Parle Products, said, “Milano has always been about creating little moments of joy for our consumers, a treat you grab for yourself, a chocolatey bite that makes the day better. Lakshya has been part of this journey, helping us connect with people in a way that feels fun, relatable, and enjoyable. With this campaign, we want to celebrate Milano as the cookie everyone loves to reach for anytime and strengthen the bond it has with its consumers.”
Pallavi Chakravarti, Founder and CCO at Fundamental, said, “Milano breaks every rule in the book – there is no specific time or mood or company to enjoy it with. Cause anytime one is in front of you, you just can’t say no to it. The idea is a hat-tip to indulgence without boundaries, marrying the premium codes of Milano with playful energy. With Lakshya bringing his unique brand of charm to the party, the spots capture the quiet joy of enjoying your favourite treat anytime, anywhere.”
Lakshya said , “What I love about Hide & Seek Milano is how effortlessly indulgent it feels, and that’s what drew me to this brand. The campaign truly captures the rich, chocolatey indulgence that Milano stands for. It’s stylish, playful and unapologetically indulgent: a cookie you really can’t say no to. Milano turns everyday moments into something special, and I’m thrilled to be associated with a brand that celebrates indulgence with so much confidence.”
Launched in 2006, Parle Platina Hide & Seek Milano is a premium offering in the gourmet cookie segment. Known for its rich chocolate centre and indulgent taste, Milano has steadily built a strong presence across India, evolving into a symbol of premium delight and setting new benchmarks for quality in the cookie category.
As part of a comprehensive media rollout, the campaign will be launched pan-India, led by a high-impact film and amplified through digital and social platforms. The campaign will also see strong visibility across e-commerce and quick-commerce platforms to drive reach and engagement among premium consumers.
Campaign Credits:
- Client: Parle Products Private Limited
- Brand: Parle Platina Hide & Seek Milano Centre Filled Choco
- CMO: Mayank Shah
- AGM Marketing: Kaizeen Writer
- Deputy Brand Manager: Shriram Kelkar
- Creative Agency: Fundamental
- Director: Devika Chaturvedi
