Vadilal Industries Ltd. and Parle Products Pvt. Ltd. announces a new trademark licensing partnership to launch Vadilal Hide & Seek Ice Cream, bringing the much-loved chocolate-chip and cookie experience of the brand to a new category.
The collaboration combines Vadilal’s expertise in ice cream manufacturing, distribution and cold-chain infrastructure with Parle’s strong brand equity and consumer recall in biscuits, creating a new consumption occasion for one of India’s most recognisable snack brands.
Ravi Makhwana – Chief Marketing Office – Vadilal, said, “Hide & Seek is a brand with tremendous emotional resonance and an unmistakable taste profile. Bringing it into ice cream is an exciting opportunity to combine that nostalgia with a format that consumers love.
“Our partnership with Parle brings together two trusted Indian brands and our respective strengths to create an experience that is both familiar and new,” Makhwana added.
Mayank Shah – Chief Marketing Officer – Parle Products Pvt. Ltd., said, “Hide & Seek has always been about the excitement of finding that chocolate chip in every bite. This partnership allows us to take that familiar experience beyond the biscuit aisle and into a completely new format.
“With Vadilal’s ice cream expertise, we are bringing the taste and personality of Hide & Seek to a new consumption occasion while staying true to what consumers love about the brand,” Shah added.
The launch is supported by a nationwide marketing campaign titled ‘Jodi Aisi Ki Nazar Na Lage.’ Built around the familiar idea of the evil eye, the campaign celebrates the new pairing of Vadilal Ice Cream and Parle Hide & Seek, using the evil-eye emoji as a modern way of expressing a combination worth celebrating and protecting. At the heart of the campaign is a digital video commercial that brings this pairing to life through the combination of chocolate chips, cookie crunch and creamy ice cream.
The campaign brings together the nostalgia of those who grew up with Hide & Seek and the curiosity of a new generation discovering the brand in a new format. Vadilal Hide & Seek Ice Cream will be available from 25th September 2026 across Vadilal parlours, retail stores, supermarkets, modern trade and quick-commerce platforms, in tubs and cones.
For generations, Hide & Seek has built its identity around the joy of finding chocolate chips in every bite. The new ice cream brings that experience into a creamy format, keeping the brand’s sense of play and discovery while introducing it in a new form.
