Parle Agro launches SMOODH Lassi

The launch is supported by the largest-ever multi-channel campaign in the lassi category

Parle Agro, a leader in beverage innovation, has launched SMOODH Lassi, marking a significant addition to its expanding dairy portfolio. Building on the success of SMOODH flavoured milk, this new offering aims to disrupt the Indian dairy market by introducing a high-quality, affordable lassi that promises to deliver exceptional growth. The launch is supported by the largest-ever multi-channel campaign in the lassi category, featuring brand ambassador Varun Dhawan.

SMOODH Lassi sets a new standard for indulgence with its 50 per cent dahi content, offering a thick, creamy, and refreshing experience in every sip. Infused with a hint of rose, it blends traditional lassi taste with a modern twist, making it the ideal beverage for a quick snack, family gatherings, or a refreshing pick-me-up.

The launch is supported by a dynamic 360-degree marketing campaign, including a TVC created by &Walsh. Featuring Varun Dhawan in a dual role, the ad highlights SMOODH Lassi’s superior quality, creamy texture, and irresistible taste. The campaign effectively captures the essence of ‘Ohhh so Smoodh,’ positioning SMOODH Lassi as a top choice for indulgent refreshment.

With SMOODH Lassi, Parle Agro aims to capitalise on the INR 3000 crore+ unorganised lassi market, setting new industry standards. Available nationwide, the product is easily accessible to both urban and rural consumers, with extensive marketing across digital platforms, television, and out-of-home advertising.