National: Parle Agro introduces SMOODH Lassi, expanding its dairy range in India with an innovative product set to redefine the category. This launch, supported by a comprehensive multi-channel campaign featuring Varun Dhawan, demonstrates the company’s dedication to offering high-quality, affordable products that drive growth and challenge market norms.
Discover SMOODH Lassi by Parle Agro, a delightful blend with 50% dahi for a thick, creamy texture. Enjoy a smooth, satisfying drinking experience with every sip, infused with a subtle rose flavor. Ideal for any occasion, it’s a refreshing and comforting beverage that elevates relaxation, whether it’s a quick snack, a family gathering, hosting guests, or a pick-me-up.
SMOODH Lassi stands out with its unique aseptic PET packaging, offered by Parle Agro at a competitive price of Rs. 20 for 180 ml. This innovative packaging guarantees lassi free from trans fats and preservatives, with a six-month shelf life, aligning with Parle Agro’s commitment to quality. Its vibrant design and convenient size make it a standout choice in the market for on-the-go indulgence.
Parle Agro launches a vibrant campaign for SMOODH Lassi featuring Varun Dhawan. The ad, created by &Walsh, showcases Dhawan in a dual role, highlighting the lassi’s quality and taste. Emphasizing the creamy texture and delightful flavor, the campaign positions SMOODH Lassi as a charming, wholesome beverage. It captures the essence of ‘OhhhsoooSmoodh’, making it the top choice for indulgence and refreshment.
Commenting on the launch of SMOODH Lassi, Nadia Chauhan, Joint Managing Director, Parle Agro, said, “Lassi is a beverage rooted in the 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.”
Parle Agro strategically introduces SMOODH Lassi to tap into India’s lucrative loose lassi market, aiming to raise industry standards. With a strong industry foothold, Parle Agro aims to lead and develop the packaged “Lassi Category” in India.
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, available nationwide, is supported by an extensive marketing campaign including TVC airing on national and regional channels, aggressive activations on digital platforms, OOH advertising, and social media to maximize reach and engagement. Integration into popular TV shows will further enhance its visibility.
Watch the TVC for SMOODH Lassi in the link below:
YT Link:
Credits:
- Concept and direction: DI Post
- Production Co: Ransom Film
- Creative Director: Jessica Walsh
