Parle Agro goes ‘Oh So Smoodh’ to capture playful spirit of summer drink

Delhi: Parle Agro has launched its latest summer campaign for its dairy brand, Smoodh. Featuring, Varun Dhawan, the new TVC, aims to encapsulate the rich smoothness and sensory appeal of this beverage.

The TVC is conceptualised by &Walsh. The “Oh so Smoodh” is also used by Dhawan in the TVC. 

The campaign also introduced a new character of a cow to the Smoodh world, to serve as an advocate for its nutritional benefits and delicious taste. She playfully emphasises the brand’s tag line ‘Oh so Smoodh.’ 

Speaking on the new campaign, Ankit Kapoor, Head of Marketing and 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."

Nadia Chauhan, Joint Managing Director, Parle Agro, said, "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.”

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. 

Credits:

Concept & Direction: &Walsh

Creative Agency: &Walsh

Creative Director: Jessica Walsh

Art Director: Lucas Luz

Director: Drew Kirsch

Production: Tomorrow

Post-Production: DI Post