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.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
