Hyderabad, September 04, 2024: SMOODH Lassi, a recent addition to Parle Agro’s expanding dairy portfolio that is poised to reshape the Indian dairy category once more, is being introduced. Parle Agro is renowned for spearheading innovation in the Indian beverage sector. Expanding upon the triumph of SMOODH-flavored milk, Parle Agro’s latest offering showcases their dedication to upending industry standards through inventive, superior, and reasonably priced merchandise that unleashes the complete potential of its sector, resulting in remarkable expansion. The biggest-ever multi-channel campaign in the lassi category, featuring brand ambassador Varun Dhawan, supports this exciting launch.
Parle Agro elevates lassi to new levels of enjoyment and decadence with SMOODH Lassi. This lassi, which has 50% dahi in it, is incredibly thick and creamy, making every sip a delightful, smooth, and fulfilling beverage. The traditional lassi flavor is subtly enhanced with a whisper of rose in SMOODH Lassi, making it a flavor that is both reviving and soothing. It’s the ideal drink for unwinding times, whether it’s for a fast snack, a get-together with family, hosting visitors, or just a cool refreshment.
The packaging of SMOODH Lassi adds to its distinctiveness.The only company in the country selling lassi in state-of-the-art aseptic PET packaging for a reasonable Rs. 20 for 180 ml is Parle Agro. With its exceptional six-month shelf life and ingenious packaging that guarantees the lassi is devoid of trans fats and preservatives, Parle Agro’s dedication to wholesome, high-quality, guilt-free enjoyment is ideally aligned. It stands out in a crowded market thanks to its eye-catching, trendy style that is vivid and inviting. Its portable size and stylish appearance further make it perfect for consumption on the road.
A TVC made by &Walsh launches Parle Agro’s exciting 360-degree campaign for SMOODH Lassi. The advertisement, which stars the endearing Varun Dhawan in two roles, fits in perfectly with the brand’s youthful and energetic image. SMOODH Lassi’s exceptional quality and mouthwatering taste are emphasized by Dhawan’s portrayal of a consumer seeking the finest lassi experience and a shopkeeper offering it. This strategy presents SMOODH Lassi as a lovely, wholesome beverage that uplifts any occasion by highlighting its creamy texture, delicious flavor, and refreshing attributes. The advertisement skillfully conveys the essence of “Ohh sooo Smoodh,” elevating SMOODH Lassi to the top of the list for indulgently creamy and upbeat 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 in the crowded lassi market. 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 substantial and largely unorganized INR 3000 crore+ loose lassi market in India, with the goal of elevating 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.
