Social media

Parle Products Hashtag Challenge targets Gen-Z gaining 5bn views with its GIF videos

By Jenny Eagle

- Last updated on GMT

The Parle #SeekDontHide marketing campaign. Photo: Parle Products.
The Parle #SeekDontHide marketing campaign. Photo: Parle Products.

Related tags Biscuits Gen-Z Social media

Parle Products has become the first FMCG brand within the Food Category in India to launch a social media campaign using GIF videos.

The biscuits and confectionery manufacturer partnered with TikTok short video platform to launch #SeekDontHide this month, encouraging Gen-Z consumers to download fun and quirky GIFs to break the ice and charm their loved one.

Different approach


Using an assortment of GIFs the three-day campaign, had more than five billion views, to celebrate Hide & Seek biscuit’s core positioning of ‘Don't Hide From The One You Seek’.

Mayank Shah, Sr. category head, Parle Products, said the outreach for its brand Hide & Seek allowed them to experiment and take a different approach towards its marketing.

We are delighted to partner with the platform and overwhelmed by the response the #SeekDontHide campaign received. It was a great opportunity for the younger generation to connect with our brand and for us to be a part of the growing digital craze​,’’ said Shah.

“Proliferation of smartphones and advent of engaging apps like TikTok, have spurred innovation in digital marketing for large FMCG brands such as Parle​.

“It is important for us to explore and maximise the opportunities afforded by newer platforms to engage consumers cutting across geographies and demographics. In that context, TikTok is a phenomenally engaging and fun platform which is much-loved by Gen Z.

“It’s popularity, content diversity and reach has allowed us to show up where our target audience is and optimize the entertainment value by delivering to them fresh content featuring their favourite creators with their favourite snack.”

‘You are my connection’

The campaign #SeekDontHide encouraged users to create 15-second videos inspired by the GIF ‘You are my connection’. Users could also interact through TikTok’s ‘branded effect’ ad, creating a heart shape to further engage with the campaign.


“Brands see TikTok as a compelling platform to reach and engage with a broader audience. Our ad solutions help brands drive user engagement and business impact,” ​said Sachin Sharma, director, Sales and Partnership, TikTok India.

“Parle Products Hashtag Challenge is a great example of how brands can use our platform to build awareness and achieve desirable results.”

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