Targeting an aggressive expansion and growth in the dairy category, beverage company Parle Agro has announced a high-decibel campaign for its disruptive new dairy offering, Smoodh — a premium range of flavoured milk products. The brand has brought in Varun Dhawan as the national brand ambassador for Smoodh.
The association will help maximise reach and awareness of the new launch. The media campaign has been rolled out nationally across multiple channels, including TV, OOH and digital.
Parle Agro’s new TVC for Smoodh brings alive an imaginative and quirky streak as it introduces the two delicious flavours of Smoodh, Chocolate Milk and Toffee Caramel. Brand ambassador Dhawan is seen in a double role — ‘Chocolate Varun’ and ‘Toffee Caramel Varun’, showcasing both his personas in a fun smooth dance-off challenge in two different Smoodh worlds. The film aims to reinforce Smoodh as a brand that provides the benefits of drinking the delicious and wholesome milk-based beverage as an alternative to less healthy options. Even the catchy ‘Ohhh sooo Smoodh’ jingle drives this message.
Made with the goodness of milk, Parle Agro aims to reinforce the silky texture, delicious taste, healthy and energising benefits of Smoodh through the TVC. As the first branded flavoured milk offering available at only Rs 10, Parle Agro is driving Smoodh as the go-to solution for a sweet craving appealing to consumers in flavours that can be consumed daily, anytime and anywhere by all age groups.
Nadia Chauhan, Joint Managing Director and CMO, Parle Agro, said, “We are thrilled by the phenomenal performance of Smoodh from markets across India. The high quality and rich taste of the product, coupled with its disruptive price and pack-size has helped us garner extremely positive responses from consumers and retailers alike. Our goal is to further accelerate the growth and success of the brand with our new campaign for Smoodh and make it the product of choice for consumers looking for a quick energy boost or a quick sweet fix.”
The TVC campaign will be supported by impactful print, mobile and digital activations. The campaign will be aggressively promoted during IPL on television. Parle Agro has even deployed OOH for higher and deeper impact.
Elaborating on Dhawan as the brand ambassador, Chauhan added, “We are delighted to have Varun Dhawan as the face for Smoodh. Varun is an admired youth icon, who is extremely fit, energetic and health conscious which resonates with our brand personality. Moreover, his popularity cuts across all generations and geographies which will accelerate the reach and awareness for Smoodh in the dairy beverage category and take us toward our goal of becoming the #1 beverage company in India.”
At a value of Rs 10, Smoodh has been able to make this product category accessible to more consumers across India, particularly rural consumers for whom flavoured milk products have been out of reach. With this combination in price and pack size, Parle Agro has activated almost 80-90% of the rural market for flavoured milk.
&Walsh, the creative agency for Smoodh has led the campaign narrative for the television commercials, print and digital. The film has been produced by Bindery, New York, USA along with Ransom Films and directed by Ezra Hurwitz.
Concept & Direction: Ezra Hurwitz
Production Co: Bindery
Post Production Co: Ransom Films
Creative Agency: &Walsh
Creative Director: Jessica Walsh