Smoodh's Campaign Captures The Playful Spirit Of Indulgence In Every Sip

Parle Agro has rolled out its latest summer campaign for Smoodh. Featuring Varun Dhawan, the brand brings a wave of new offerings to the summer season. The new TVC encapsulates the smoothness and sensory appeal of this delicious, flavourful beverage.

Conceptualised by &Walsh, the film uses a strong creative hook and a distinct visual look that will appeal to the younger audience. The campaign also introduces a new fun character of a cow to the Smoodh world, serving as a spirited advocate for its nutritional benefits and delicious taste. She playfully emphasises the brand’s tagline ‘Oh so Smoodh’ capturing the beverage’s texture and richness.

The ad film aims to resonate with younger consumers in particular through vibrant visuals and engaging storytelling. The campaign emphasises Smoodh's unique proposition as a drink that combines indulgence with goodness, making it an ideal choice for families and individuals alike. 

Speaking on the new campaign, Ankit Kapoor, head of marketing & international business at Parle Agro. "With Varun Dhawan's energetic and playful charm and the light-hearted authority of our new character, the Cow, the campaign is bound to accelerate the brand and firmly establish Parle Agro as a serious Dairy player."

"In our journey of transformation and growth, we've embraced risks and driven innovation. The evolution of Smoodh into a prominent player within the dairy-based beverage industry has been exhilarating. With this campaign, we not only reaffirm our commitment to delivering quality products but also position ourselves for greater success in the dairy segment. It underscores our big strategy for the organisation – to continuously innovate, diversify our product offerings and stay ahead of the curve. We continue to forge meaningful connections with our audience and aspire to drive penetration of this category even further,” adds Nadia Chauhan, joint managing director, Parle Agro.

The TVC went on air at the start of the IPL season and has been rolled out on national TV channels, OTT and digital platforms. The brand will also launch an aggressive outdoor strategy featuring large-format ads strategically placed in high traffic areas nationwide. The brand’s presence will also be amplified through prominent displays in leading modern trade and retail stores across key markets.