Parle Agro has recently unveiled its latest summer campaign for its disruptive dairy brand, Smoodh. Headlined by Bollywood actor Varun Dhawan, the campaign introduces a plethora of new offerings aimed at refreshing consumers during the scorching summer months. The centerpiece of the campaign is a new television commercial (TVC) that effectively encapsulates the rich smoothness and sensory allure of the delightful Smoodh beverage.
Conceptualized by &Walsh, a renowned creative agency, the brand film reaffirms Smoodh's position as the premier flavoured milk brand on the market. With its creamy texture and delicious taste, Smoodh stands out as a truly 'dairy extraordinary' product. The TVC employs a strong creative hook and distinctive visual aesthetics tailored to resonate with a younger audience. The catchy tagline, "Oh so SMOODH," further enhances brand recall, especially with the playful rendition by Varun Dhawan. Additionally, the campaign introduces a charming cow character, adding a fun element while advocating for Smoodh's nutritional benefits and delectable taste.
Targeting Younger Consumers with Vibrant Storytelling
The overarching aim of the ad film is to strike a chord with younger consumers through vibrant visuals and engaging storytelling. By highlighting Smoodh's unique proposition as a beverage that combines indulgence with goodness, the campaign positions it as an ideal choice for families and individuals alike. As part of this season's offerings, the brand has introduced more options of two popular flavours, Chocolate Hazelnut and Toffee Caramel, now available in PET bottles priced at Rs. 20.
Strategic Insights from Parle Agro Leadership
Commenting on the new campaign, Ankit Kapoor, Head of Marketing & International Business at Parle Agro, expressed enthusiasm, stating, "Smoodh is a revolutionary product that has disrupted the dairy-based beverage industry with its distinctive visual identity, competitive price point, and delectable taste." He emphasized the role of Varun Dhawan's energetic charm and the introduction of the cow character in accelerating the brand's growth and establishing Parle Agro as a significant player in the dairy segment.
Nadia Chauhan, Joint Managing Director of Parle Agro, echoed Kapoor's sentiments, highlighting the brand's commitment to innovation and growth. She emphasized the campaign's role in reinforcing the brand's position in the dairy segment and fostering meaningful connections with the audience.
The TVC premiered at the onset of the IPL season and has since been broadcasted across national TV channels, OTT platforms, and digital channels. To further amplify its presence, the brand has devised an aggressive outdoor strategy, featuring large-format ads strategically positioned in high-traffic areas nationwide. Additionally, Smoodh will be prominently displayed in leading modern trade and retail stores across key markets, ensuring maximum visibility and consumer engagement.
