Vadilal and Parle bring Vadilal Hide and Seek Ice Cream to the freezer
Vadilal Industries Ltd. and Parle Products Pvt. Ltd. have teamed up to introduce Vadilal Hide & Seek Ice Cream, blending the iconic chocolate-chip cookie crunch of Hide & Seek with Vadilal’s creamy ice cream expertise.
Strategic Collaboration
- Vadilal brings its manufacturing, distribution, and cold-chain strength.
- Parle contributes brand equity and nostalgia from one of India’s most loved biscuit brands.
- Together, they create a new consumption occasion that’s both familiar and exciting.
Marketing Campaign
- Nationwide rollout supported by “Jodi Aisi Ki Nazar Na Lage” campaign.
- Uses the evil-eye emoji as a creative symbol to celebrate and protect this irresistible pairing.
- Anchored by a digital video commercial showcasing the fusion of chocolate chips, cookie crunch, and creamy indulgence.
Availability
- Launch date: 25th September 2026.
- Formats: tubs and cones.
- Distribution: Vadilal parlours, retail stores, supermarkets, modern trade, and quick-commerce platforms.
Leadership Voices
- Ravi Makhwana (CMO, Vadilal): “Hide & Seek is a brand with tremendous emotional resonance… Bringing it into ice cream is an exciting opportunity to combine nostalgia with a format consumers love.”
- Mayank Shah (CMO, Parle): “This partnership allows us to take the familiar experience beyond the biscuit aisle and into a completely new format.”
