Ad Campaigns
Parle Agro launches SMOODH Lassi
Mumbai: 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. Building on the success of SMOODH flavoured milk, the new offering reflects Parle Agro’s commitment to disrupting market norms with innovative, high-quality, and affordable products that unlock the full potential of its category, leading to extraordinary growth. This exciting launch is backed by an extensive multi-channel campaign, the largest ever in the lassi category, featuring brand ambassador, Varun Dhawan.
With SMOODH Lassi, Parle Agro takes lassi to new heights of delight and indulgence. With 50% dahi content, this lassi is wonderfully thick and creamy, delivering a delicious, smooth, and satisfying drinking experience with every sip. SMOODH Lassi offers the classic lassi taste, gently infused with a delicate hint of rose creating a flavour that is both refreshing and comforting. It’s the perfect beverage for relaxing moments – whether it’s a quick snack, a family gathering, serving guests or simply a refreshing pick-me up.
Making SMOODH Lassi even more unique is its packaging. This packaging ensures the lassi is free from trans fats and preservatives, with a remarkable six-month shelf life, perfectly aligning with Parle Agro’s commitment to wholesome, quality, and guilt-free indulgence. Its vibrant, trendy design is eye-catchy and appealing, making it stand out in a crowded market. Additionally, its youthful look and convenient size make it ideal for on-the-go consumption.
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 emphasizes 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.
Commenting on the launch of SMOODH Lassi, Parle Agro joint managing director Nadia Chauhan 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.”
The introduction of SMOODH Lassi is a strategic move by Parle Agro to capitalize on substantial and largely unorganized Rs 3000 crore+ loose lassi market in India, with the goal of elevating industry standards of this beverage segment. While the unpackaged lassi category is vast, the packaged segment lacks a defining national presence. Parle Agro seeks to leverage its leadership in the industry to shape and lead the development of the “Lassi Category” in India with SMOODH Lassi.
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.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
