Parle Agro has launched Smoodh Fruit Smoothies under their dairy brand, Smoodh.
Parle Agro has signed Dulquer Salmaan as the brand ambassador of ‘Smoodh’ for the southern markets of India. He has joined Varun Dhawan who is the face of the brand nationally.
Dulquer Salmaan has made his debut for Smoodh in a TVC for the fruit Smoothies’ product line.
The brand aims to build a familiar and trustworthy engagement with its consumers in the south Indian markets through Dulquer Salmaan, a credible household name known for his ability to captivate and delight the masses.
Parle Agro expanded their dairy portfolio to launch Smoodh Fruit Smoothies - a category being introduced to the mass Indian market for the very first time, priced at Rs 10.
Smoothies come in three distinctive variants – ‘Guava Chilli’ a desi blend of sweet guava with a hint of spicy chilli, ‘Banana Rum Flavour’ bringing the sweet taste of bananas with a toasty flair, and ‘Mixed Berries’ a delicious combination of strawberries, blueberries and cranberries.
Smoodh Fruit Smoothies is also available in convenient-to-handle PET bottles priced at Rs 15 for a 125 ml bottle.
The company said that currently, no dairy beverage brand exists in the market at this price point in the country.
Nadia Chauhan, Joint Managing Director and CMO, Parle Agro, said, “India is a dairy-loving country. Keeping that in mind, coupled with the huge success of Smoodh flavoured milk, we’ve expanded our SMOODH dairy brand to launch another exceptional offering, Smoodh Fruit Smoothies. The range is built on our passion for understanding our consumers, listening to their needs and preferences, and introducing products that resonate with them. Fruits and yoghurt are both been immensely loved by Indians for decades. With our new offering, consumers will get to enjoy their favourite snack in a drinkable form in a variety of unique flavours at the price of Rs. 10; an offering that’s never existed in the Indian market before. Smoodh Fruit Smoothies maintains our reputation of introducing novel products to the Indian landscape. It also reinforces our commitment to introduce more ‘Good-for-you’ products for our Indian consumers.”
Chauhan added, “We are passionate about setting ambitious goals as that’s what drives us. Smoodh Fruit Smoothies is another step towards our vision of making our dairy brand, Smoodh a Rs 5,000 crore brand by 2025. Our aim is to strengthen ties with our consumers across markets. We are confident of achieving and advancing that goal with Dulquer Salmaan as the face of our brand in southern India. He is a great fit, as he has the ability to charm and resonate with people across age groups, which is what Smoodh is all about.”
The new TVC for the Smoothies, is an amalgamation of real life and animation in the backdrop of a supermarket set-up. Playing a store employee, Dulquer Salmaan enthusiastically explains to a customer the deliciousness of each flavour as stunning visuals showcase the irresistibility of the smooth and rich experience of Smoodh Fruit Smoothies.
The TVC with Dulquer Salmaan has been launched in Kannada, Tamil and Telugu, and is playing on key channels of the respective regions. Varun Dhawan features in the Hindi version of the TVC which is currently playing in western markets of India and will be launched nationally soon. An aggressive print, the digital and social media campaign is also in the pipeline to drive awareness for the new launch.
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