Brands
Parle Agro adds Kesar Badam to Smoodh dairy line-up
The flavoured milk is priced at Rs 10 and Rs 20 and rolls out nationwide
NATIONAL: Parle Agro has expanded its dairy portfolio with the launch of Smoodh Kesar Badam, a new flavoured milk variant under its flagship Smoodh brand.
The product brings together almonds and saffron in a creamy milk base, tapping into one of India’s most familiar flavour profiles. Positioned as an indulgent yet accessible offering, Smoodh Kesar Badam is priced at Rs 10 for 80 ml and Rs 20 for 150 ml, and is aimed at everyday consumption across age groups.
The launch marks a strategic push by Parle Agro to capitalise on rising demand in the flavoured milk segment, where traditional tastes are increasingly being reworked into modern, on-the-go formats. The company said the variant would be available across urban and rural markets through general trade, modern trade, digital platforms and quick commerce channels.
Commenting on the launch, Parle Agro joint managing director and CMO Nadia Chauhan, said the flavour was a natural extension of the brand’s strategy to blend cultural familiarity with contemporary consumption habits. She added that Smoodh continues to focus on making indulgent dairy beverages widely accessible while strengthening its leadership in the category.
The rollout is supported by an integrated marketing campaign spanning out-of-home, digital, social media, influencer partnerships and in-store visibility. Parle Agro said the campaign aims to drive rapid awareness and trial, positioning Smoodh Kesar Badam as a premium yet mass-market choice.
With the addition of Kesar Badam, Smoodh’s flavoured milk portfolio now includes Chocolate, Chocolate Hazelnut, Toffee Caramel and Kesar Badam, alongside the company’s broader dairy play in lassi.
Brands
KITKAT India teams up with One Piece for anime-led campaign push
On-pack characters and digital film tap into India’s fast-growing anime wave
MUMBAI: KITKAT India has joined forces with the globally popular anime One Piece, rolling out a new campaign that brings fan-favourite characters onto its packaging in a bid to connect with India’s rapidly expanding anime audience.
The collaboration sees iconic characters from the series featured on KITKAT packs, adding a playful twist to the brand’s long-standing “take a break” proposition. By blending pop culture with confectionery, the campaign aims to make everyday breaks feel a little more adventurous.
The launch is anchored by a digital-first film released across YouTube and Meta platforms, supported by a broader push spanning outdoor media and interactive social content. The multi-platform rollout reflects a clear attempt to meet younger audiences where they already spend their time.
Nestlé India head confectionery business Gopichandar Jagatheesan said, “Anime is a rapidly growing genre in India, and we are excited to collaborate with one of the most popular shows, One Piece. Having championed breaks for decades, KITKAT now takes them to the next level, making every break more epic with the world of One Piece.”
The move comes at a time when anime is shifting from niche interest to mainstream entertainment in India, with brands increasingly tapping into its cultural currency to stay relevant with younger consumers.
By pairing a globally loved anime with an equally recognisable chocolate brand, KITKAT’s latest outing signals a simple idea with strong appeal. In a crowded market, even a small break can turn into a big moment when it comes with a side of fandom.
