Ad Campaigns
Parle Agro Unveils SMOODH’s fun and wholesome new summer Ad campaign
Mumbai: India’s beverage giant, Parle Agro has launched its latest summer campaign for its disruptive dairy brand, Smoodh. Featuring, Varun Dhawan, the brand brings a wave of new offerings to the summer season. The new TVC, strongly encapsules the rich smoothness and sensory appeal of this delicious, flavourful beverage.
Conceptualized by &Walsh, the brand film reaffirms Smoodh’s status as the smoothest flavoured milk brand on the market. Its creamy and delicious taste sets it apart as truly ‘dairy extraordinary’. The film uses a strong creative hook and a distinct visual look that will appeal to the younger audience. The unique and unforgettable tag line of “Oh so SMOODH” is bound to get registered in the minds of the audience with the quirky usage of the tag line by Varun Dhawan. The campaign also introduces a new fun character of a cow to the SMOODH world, to a serve as a spirited advocate for its nutritional benefits and delicious taste. She playfully emphasizes the brand’s tag line ‘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 emphasizes Smoodh’s unique proposition as a drink that combines indulgence with goodness, making it an ideal choice for families and individuals alike. This season, the brand has also introduced more options of two of its popular flavours – Chocolate Hazelnut and Toffee Caramel – in PET bottles priced at Rs. 20.
Speaking on the new campaign, Ankit Kapoor, Head of Marketing & International Business at Parle Agro said. “Smoodh is a revolutionary product that has disrupted the dairy-based beverage industry with its distinctive visual identity, a price point that is hard to match and the goodness clubbed with delicious taste. 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 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 organization – 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” said Parle Agro managing director Nadia Chauhan.
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.
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.
