Parle Agro, a leader in Indian beverage innovation, has launched SMOODH Lassi, expanding its dairy portfolio and redefining the Indian dairy category once again. Building on the success of SMOODH flavored milk, this new product underscores Parle Agro’s commitment to disrupting market norms with innovative, high-quality, and affordable offerings that drive significant growth. This launch is accompanied by the largest-ever multi-channel campaign in the lassi category, featuring brand ambassador Varun Dhawan.
SMOODH Lassi offers a premium drinking experience with 50% dahi content, making it thick, creamy, and satisfying. The classic lassi flavor is gently infused with a hint of rose, creating a refreshing and comforting beverage, perfect for any occasion, whether it’s a quick snack, a family gathering, or a simple pick-me-up.
The dynamic 360-degree campaign for SMOODH Lassi, created by &Walsh, features Varun Dhawan in a dual role. The ad highlights SMOODH Lassi’s creamy texture, delightful flavor, and refreshing qualities, positioning it as the top choice for creamy indulgence and joyful refreshment. The campaign captures the essence of ‘Ohhh sooo Smoodh,’ making it the ultimate lassi experience.
Innovative packaging
What sets SMOODH Lassi apart is its cutting-edge aseptic PET packaging, making Parle Agro the only national player offering lassi in this format 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 focus on quality and guilt-free indulgence. The vibrant and trendy design makes it stand out, appealing to the youthful and on-the-go consumer.
The launch of SMOODH Lassi is a strategic move to tap into the largely unorganized INR 3000 crore+ loose lassi market in India and elevate industry standards. While the unpackaged lassi category is vast, the packaged segment lacks a defining national presence. Parle Agro aims to leverage its leadership to shape and lead the development of the “Lassi Category” in India with SMOODH Lassi.
SMOODH Lassi is available nationwide, ensuring accessibility for both urban and rural consumers. The launch is supported by an extensive marketing campaign across various mediums, including TV, digital platforms, out-of-home advertising, and social media. Additionally, strategic integrations into popular GEC show storylines will further enhance SMOODH Lassi’s visibility, reaching millions across the country.
Indian culture and lassi
Nadia Chauhan, Joint Managing Director of Parle Agro, expressed, “Lassi is deeply rooted in Indian culture and holds significant market potential. SMOODH Lassi is our innovative take on this classic beverage, offering a premium, creamier, and richer product that blends tradition with modernity. Our campaign with Varun Dhawan is designed to resonate with consumers and position SMOODH Lassi as a standout choice in the lassi market, elevating its visibility and strengthening our leadership in beverage innovation.”
Chauhan added, “Our strategy focuses on diversifying our portfolio to anticipate consumer preferences and set market trends. The launch of SMOODH Lassi in innovative packaging reflects our commitment to pioneering products that cater to today’s evolving consumer needs.”
