TikTok ties up with Parle products; garners over 5 bn eyeballs

Parle Products, India’s leading biscuits and confectionery manufacturer, launched an innovative campaign #SeekDontHide on TikTok, world’s leading short format video platform. As part of the 3 day campaign, a series of GIFs were introduced celebrating Hide & Seek biscuit’s core positioning of ‘Don't Hide From The One You Seek’. The campaign went live on  21^st February and has garnered more than 5 billion views on the platform.

The campaign #SeekDontHide encouraged users to create 15-second videos inspired by one of the GIF ‘You are my connection’. The users could also interact through TikTok’s ‘branded effect’ ad-solution that triggered the creation of a heart shape to further engage with the campaign. The TikTok influencers initiated the challenge titled ‘#SeekDontHide’ and encouraged their viewers to participate. 

On the campaign, Mayank Shah, Sr. Category Head at Parle Products said, “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.

The outreach for our premium brands like Hide & Seek allowed us to experiment and take different approaches for marketing. We are extremely delighted to partner with the platform and overwhelmed by the response #SeekDontHide campaign received. It was great opportunity for younger generation to connect with our brand and for us to be a part of the growing craze.’’

Commenting on this collaboration, Sachin Sharma, Director, Sales and Partnership, TikTok India, said, “Brands see TikTok as a compelling platform to reach and engage with a broader audience. Our unique ad solutions help brands drive user engagement and business impact. The Parle Products unique Hashtag Challenge is a great example of how brands can use our platform to build awareness and achieve desirable results.”

With the unique assortment of GIFs, Parle Products urged Gen-Z to download fun and quirky GIFs in order to break the ice and charm their loved one. The innovative marketing approach adopted by the company is a first-of-its-kind initiative by an FMCG brand within the Food Category in India.