Parle Products has launched its latest advertising campaign 'Start your story with Hide & Seek' for their chocolate chip cookie brand Hide & Seek. Furthermore, the campaign features three distinct ad films that demonstrate how Hide & Seek plays a catalyst in expressing affection between teenagers. As per the company, the TVCs are tailored to connect with teenagers and young adults (15-25 year olds), who are conscious about striking a conversation with someone they like as they lack the courage to make the first move or even ask someone out for the first time.

At Parle Products, we realise how important it is for a brand to be a part of a customer's journey, Mayank Shah, senior category head, Parle Products said. "Our premium brand Hide & Seek resonates with young and innocent love while acting as an enabler to ignite a spark in situations wherein people feel hesitant to express themselves freely or directly. Our brand plays the role of breaking the ice so the first-time conversations between two young people are comfortable and relaxed. Since the campaign is targeted towards teenagers, it's not about intense love but about innocent attraction and young playful chemistry," he added

1. Evaluate the "Start your story with ......" campaign for Parle Products by using FCB grid. Do you think this campaign will be effective in connecting with the young consumers Parle is targeting? Why or why not? (8 Marks) 2. What kind of other communication tools will you suggest to amplify this campaign further?