Parle Agro, known for driving innovation in the Indian beverage market, launches Smoodh Lassi, a fresh addition to its growing dairy portfolio that is set to redefine the Indian dairy category once again. This launch is backed by an extensive multi-channel campaign, the largest ever in the lassi category, featuring brand ambassador, Varun Dhawan.
Parle Agro kicks off its dynamic 360-degree campaign for Smoodh Lassi with a TVC created by &Walsh. Featuring the charismatic Varun Dhawan in a dual role, the ad seamlessly aligns with the brand’s young and vibrant image. Dhawan’s portrayal of both a customer seeking the ultimate lassi experience and a shopkeeper delivering it highlights Smoodh Lassi’s superior quality and irresistible taste. This approach emphasises Smoodh Lassi’s creamy texture, delightful flavour, and refreshing qualities, positioning it as a charming, wholesome beverage that brings good vibes to any moment. The campaign effectively captures the ‘Ohhh sooo Smoodh’ essence, showcasing Smoodh Lassi as the top choice for creamy indulgence and joyful refreshment.
Watch the ad film here:
Commenting on the launch of Smoodh Lassi, Nadia Chauhan, Joint Managing Director, Parle Agro, said, “Lassi is a beverage rooted in Indian culture, with significant market potential. Smoodh Lassi is our innovative take on this classic beverage, offering a premium, creamier, and richer product that seamlessly blends tradition with modernity. We’ve carefully crafted Smoodh Lassi to exceed consumer expectations, focusing on quality, taste, and nutritional value. Our campaign with Varun Dhawan, is designed to resonate with consumers, positioning Smoodh Lassi as a standout choice in the crowded lassi market. With this approach, we aim to elevate the product’s visibility and strengthen our leadership in beverage innovation.”Sharing more details on their corporate strategy, Chauhan added, “Our strategy has always centered on diversifying our portfolio to anticipate consumer preferences and set market trends. The launch of Smoodh Lassi in innovative packaging reflects our commitment to delivering pioneering products that cater to today’s evolving consumer needs.”
Smoodh Lassi is available nationwide, ensuring easy access for both urban and rural consumers. The launch is supported by an extensive marketing campaign across multiple mediums. The TVC will air on national and regional channels, with additional aggressive activations planned on digital platforms, out-of-home (OOH) advertising, and social media, all aimed at maximising reach and consumer engagement across the country. Smoodh Lassi’s visibility will be further enhanced through strategic integrations into the storylines of popular GEC shows, viewed and loved by millions.
