Parle Agro, an Indian beverage maker, launched Smoodh Lassi, a fresh addition to its growing dairy portfolio aimed to redefine the Indian dairy category. Building on the success of Smoodh flavored milk, the new offering reflects Parle Agro’s commitment to disrupting market norms with innovative, high-quality, and affordable products that unlock the full potential of its category, leading to growth. This launch is backed by an extensive multi-channel campaign, featuring brand ambassador, Varun Dhawan.
The company says, that with 50% curd content, this lassi is thick and creamy, delivering a delicious, smooth, and satisfying drinking experience with every sip. Smoodh Lassi offers the classic lassi taste, gently infused with a delicate hint of rose creating a flavor that is refreshing and comforting. It’s a beverage for relaxing moments – whether a quick snack, a family gathering, serving guests, or simply a refreshing pick-me-up.
The packaging of Smoodh Lassi makes it even more unique. Parle Agro is the sole national player offering lassi in aseptic PET packaging at a competitive price of Rs. 20 for 180 ml. This packaging ensures the lassi is free from trans fats and preservatives, with a six-month shelf life, aligning with Parle Agro’s commitment to wholesome, quality, and guilt-free indulgence. Its vibrant, trendy design is eye-catching and appealing, making it stand out. Additionally, its youthful look and convenient size make it ideal for on-the-go consumption.
Parle Agro kicks off its 360-degree campaign for Smoodh lassi with a TVC created by &Walsh. Featuring Varun Dhawan in a dual role, the ad aligns with the brand’s young and vibrant image. This approach emphasizes Smoodh Lassi’s texture, flavor, and refreshing qualities. The campaign captures the ‘Ohhh so Smoodh’ essence, showcasing Smoodh lassi as a top choice for creamy indulgence and joyful refreshment.
Commenting on the launch of Smoodh Lassi, Nadia Chauhan, joint managing director, Parle Agro, said, “Lassi is a beverage rooted in the Indian culture, with significant market potential. Smoodh lassi is our innovative take on this classic beverage, offering a premium, creamier, and richer product that seamlessly blends tradition with modernity. We’ve carefully crafted Smoodh lassi to exceed consumer expectations, focusing on quality, taste, and nutritional value. Our campaign with Varun Dhawan is designed to resonate with consumers, positioning Smoodh Lassi as a standout choice. With this approach, we aim to elevate the product’s visibility and strengthen our leadership in beverage innovation.”
The introduction of Smoodh Lassi is a strategic move by Parle Agro to capitalize on the substantial and largely unorganized INR 3000 crore+ loose lassi market in India, to elevate the industry standards of this beverage segment. While the unpackaged lassi category is vast, the packaged segment lacks a defining national presence. Parle Agro seeks to leverage its leadership in the industry to shape and lead the development of the lassi category in India with Smoodh lassi.
Sharing more details on their corporate strategy, Chauhan adds, “Our strategy has always centered on diversifying our portfolio to anticipate consumer preferences and set market trends. The launch of Smoodh Lassi in innovative packaging reflects our commitment to delivering pioneering products that cater to today’s evolving consumer needs.”
Smoodh lassi is available nationwide, ensuring easy access for both urban and rural consumers. The launch is supported by an extensive marketing campaign across multiple mediums. The TVC will air on national and regional channels, with additional aggressive activations planned on digital platforms, out-of-home (OOH) advertising, and social media, all aimed at maximizing reach and consumer engagement across the country. Smoodh lassi’s visibility will be further enhanced through strategic integrations into the storylines of popular GEC shows, viewed and loved by millions.
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Naresh Khanna – 10 February 2025
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