Mumbai, August 14, 2026: Parle Products, one of India’s leading FMCG companies, has launched a new campaign for Parle Smoothies Butter Candy, highlighting its distinctive combination of butter, cream and caramel and its richer, smoother taste experience.
The campaign focuses on the formulation of Smoothies Butter Candy, which combines butter, cream and caramel to deliver a rich and smooth texture. With a higher amount of butter and cream, the candy is positioned around a creamy, buttery and indulgent taste experience designed to differentiate it within the confectionery category.
Through the new campaign, Parle Products aims to bring the product’s distinctive taste proposition to the forefront. The communication focuses on the richer blend of butter and cream, complemented by caramel, while highlighting the smooth, melt-in-the-mouth experience associated with Smoothies Butter Candy.
Commenting on the campaign, Mayank Shah, Chief Marketing Officer, Parle Products, said, “Consumers today are increasingly looking for more distinctive taste experiences, and product differentiation plays an important role in shaping their choices. Smoothies Butter Candy stands out with its rich combination of butter, cream and caramel, with a higher amount of butter and cream that gives it a smoother and more indulgent character. Through this campaign, we want to bring this product difference to the forefront and give consumers a clear reason to choose and experience Smoothies.”
The campaign is part of Parle Products’ efforts to strengthen the positioning of Smoothies Butter Candy by establishing a clear taste proposition around its richer formulation. By drawing attention to its blend of butter, cream and caramel, the brand seeks to build greater awareness and differentiation for Smoothies in the confectionery market.
Campaign Credits:
Client – Parle Products Private Limited
Brand – Smoothies Butter Candy
CMO – Mayank Shah
Category Manager – Vikram Raghav
Deputy Brand Manager – Shriram Kelkar / Prachi Saini
Creative Agency – Auto Edit
