~ Vadilal and Parle Products license Hide & Seek into ice cream — a nationwide ‘Jodi Aisi Ki Nazar Na Lage’ push that puts cookie crunch in the freezer aisle. ~
Mumbai, September 2026: Vadilal Industries and Parle Products have struck a trademark-licensing partnership to launch Vadilal Hide & Seek Ice Cream — folding the biscuit brand’s chocolate-chip-and-cookie crunch into Vadilal’s cold-chain and parlour network. The pairing is framed as a new consumption occasion for one of India’s most recognisable snack equities.
The launch rides a nationwide campaign titled ‘Jodi Aisi Ki Nazar Na Lage’, built around the familiar evil-eye idiom and the evil-eye emoji as a modern mnemonic for a combo worth celebrating — and protecting. A digital video commercial leans into chocolate chips, cookie crunch and creamy ice cream, bridging Hide & Seek nostalgia with a younger audience discovering the brand in a frozen format.
Ravi Makhwana, CMO, 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.”
Mayank Shah, CMO, Parle Products, added: “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.”
Vadilal Hide & Seek Ice Cream is available from 25 September 2026 in tubs and cones across Vadilal parlours, retail stores, modern trade and quick-commerce platforms.
Marketing take: Category extensions work when the taste code travels. Vadilal isn’t inventing a new flavour story — it’s freezing Hide & Seek’s “find the chip” play, then wrapping the jodi in a nazar that doubles as a social mnemonic.
