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Category: Ad Campaigns

  • Dhanuka Agritech launches film honouring India’s next-gen farmers

    Dhanuka Agritech launches film honouring India’s next-gen farmers

    Mumbai: Dhanuka Agritech releases a new mini-feature film as part of its ‘India ka Pranam, Har Kisaan ke Naam’ campaign. The film focuses on the future of farming in India through the story of a young boy who dreams of becoming a farmer, a profession essential to the nation.

    This is the second installment in the campaign, following its 2022 launch, and has already gained significant attention. Teasers and social media buzz helped build anticipation, and the release has been warmly received by audiences nationwide. The film’s central message—India’s future lies in the hands of its farmers—resonates deeply.

    Dhanuka Agritech stands behind this campaign. “We are thrilled to unveil this film,” said Dhanuka Agritech’s senior deputy general manager, Ratnesh Kumar Pathak. “This initiative is a continuation of our mission to uplift and honor the farming community. Through this film, we challenge the outdated belief that brilliant young minds cannot pursue farming—a profession that is the backbone of our country. Farming is not just a livelihood; it’s a legacy, and we want to celebrate it. This film is our way of expressing deep gratitude to every farmer for their unwavering dedication and invaluable contributions.”

    For decades, Dhanuka Agritech has supported Indian farmers, understanding their challenges and the hard work behind each harvest. The film serves as a tribute to these efforts and aims to inspire the next generation to take pride in farming. It also reinforces the company’s commitment to supporting the people who feed the nation, celebrating both current and future farmers.

  • From hair mess to hair success, Morphy Richards’ campaign hits the right note

    From hair mess to hair success, Morphy Richards’ campaign hits the right note

    Mumbai: Morphy Richards is taking its personal grooming range to the next level since its foray into the category last year. Their latest campaign is all about the remarkable transformation that its personal grooming range of products bring to everyday hair challenges.

    The film demonstrates how the right grooming tools can turn a stressful hair situation into a moment of effortless beauty. In the film, the viewers are introduced to a chic and stylish bedroom setting, where a younger sister nervously clutches onto hair rollers and brushes. The suspenseful music builds tension as the camera reveals her older sister’s frizzy hair. The older sister’s frustrated gaze towards her younger sibling escalates the drama when she reaches for the scissors. However, just in time, the focus shifts to the Morphy Richards Keraflow Hair Straightener.

    The suspenseful music fades as the older sister opts for the straightener, effortlessly transforming her messy curls into sleek, shiny hair. This visual transition highlights the power and effectiveness of Morphy Richards Hair Straighteners, turning what could have been a hair disaster into a smooth and polished look.

    “As we step into the festive season, Morphy Richards is excited to unveil its latest campaign focused on personal grooming. At Morphy Richards, we believe that celebrating the joy of the season starts with feeling your best. Our new range of grooming products is designed to enhance your personal care routine with innovative features that blend efficiency and elegance. We’re proud to support our customers in looking and feeling their finest as they embrace the festivities with confidence and style. Here’s to a season filled with joy, radiance, and the perfect grooming experience.” — Bajaj Electricals head of advertising and brand management, Devika Sachdeva 
     

  • Hindustan Pencils launches campaign for Nataraj Gelix Pens

    Hindustan Pencils launches campaign for Nataraj Gelix Pens

    Mumbai: Nataraj, a legacy brand under the iconic Hindustan Pencils umbrella, has crafted a new campaign for their Gelix pens, known for their superior quality and innovation in writing instruments.

    Equipped with advanced Japanese waterproof ink, Gelix pens enhance the writing experience with smoothness, precision, and a smudge-free performance. The quick-drying formula ensures each stroke remains crisp and clear, avoiding smears even in humid or rainy conditions. Gelix pens glide effortlessly on paper, offering a controlled flow that resists fading, bleeding, or blotting, keeping your writing neat every time.

    The brand has launched a compelling print advertisement with the bold statement, “The only thing that doesn’t get washed away by Mumbai rains,” capturing the pen’s smudge-free writing promise during monsoon season.

    Building on the print ad’s impact, the campaign features a CGI video set against Mumbai’s iconic landmarks. The visual centers on a paper boat sailing through waves with Nataraj Gelix Pens writing smoothly on its sail. The boat moves past landmarks like the Gateway of India and the Bandra-Worli Sea Link, showcasing the pen’s resilience and precision. Despite water splashes and rain, the writing remains clear, highlighting the pen’s smudge-free performance in challenging weather conditions.

    The campaign also includes a billboard series placed throughout the city, emphasizing the pen’s reliability and durability, even in heavy Mumbai rains. The ad campaign is created by Ogilvy, with OOH advertising managed by Occtagon Media Networks and CGI work by Elevite Media.

    “We are excited to introduce this comprehensive campaign, which encapsulates the essence of what Nataraj Gelix Pens stand for—innovation, reliability, and unmatched quality. Through this campaign, we aim to demonstrate how our pens deliver flawless writing experiences, even under the most challenging conditions, like monsoon season. Nataraj Gelix Pens are more than just writing instruments; they are a testament to our commitment to excellence,” said Hindustan Pencils president Pradip Ughade.

    Nataraj Gelix Pens demonstrate the brand’s commitment to providing high-quality writing instruments that combine tradition with innovation. Focused on delivering a flawless writing experience, Nataraj sets new industry standards. The latest CGI campaign reflects this dedication, highlighting how Gelix Pens perform effectively even in challenging conditions.

  • JK Paper unveils its Teacher’s Day campaign

    JK Paper unveils its Teacher’s Day campaign

    Mumbai: To mark Teacher’s Day, JK Paper has unveiled a film that highlights the relationship between teachers and students. The film focuses on Sumeet Sanjay Patil, an art teacher at Snehajyoti Nivasi Blind School in Ratnagiri District, Maharashtra, who has developed an innovative approach to tactile learning. Sumeet has taught over 1,000 visually impaired students to paint using his “Rang-Gandh” technique, which links colors to fragrances. This method encourages students to paint and boosts their confidence, showing that art can be experienced through senses other than sight. Some of these paintings have been exhibited across the country and used to raise awareness.

    This campaign is not just a tribute to Sumeet and all the teachers but a celebration of the human spirit’s resilience and creativity.

    Set against the contrasting backdrops of Mumbai’s bustling city and the serene Konkan villages, the film narrates Sumeet’s journey as he introduces his visually impaired students to art and creativity. It begins with a blank canvas, symbolizing the untapped potential in every child. As the story unfolds, viewers see Sumeet’s innovative methods—linking colors to fragrances and using 3D outliners—that allow his students to experience and create art in a tangible way.

    The narrative includes testimonials from students, sharing their fears, struggles, and eventual triumphs, highlighting the impact of Sumeet’s teaching. His commitment goes beyond the classroom in Mumbai, extending to the remote villages of Konkan, where he brings his unique art education to ensure every child has the opportunity to explore their creativity.

    The film concludes with a message featuring the students’ vibrant, textured artworks that tell their stories through touch rather than sight, representing the possibilities that emerge when imagination is nurtured by a dedicated teacher.

    JK Paper chief of sales & marketing Partha Biswas commented on the campaign, “This Teacher’s Day, we wanted to shine a light on the incredible impact that teachers like Sumeet have on their students, especially those with special needs. His innovative approach to teaching art is not just a lesson in creativity but a testament to the power of tactile learning. The objective of this campaign is to highlight the crucial role of teachers in shaping the lives of their students, particularly those with special needs. It also emphasizes the importance of creating opportunities for differently abled individuals to express themselves creatively. Just like our teachers are dedicated towards playing a crucial role in shaping the lives of their students, JK Paper is also dedicated towards shaping an eco-friendly world. Our paper is sourced from 9.50 lakh acres of Agro Social Farm Forestry Program, which not only supports sustainable practices but also provides livelihoods for close to 1,30,000 farmer families.”

    The campaign highlighted how visually impaired students connected with JK Paper on a tactile level. The texture, weight, and feel of the paper became their canvas, enabling them to perceive art through touch and creating a strong emotional bond with the medium. For these students, JK Paper is more than just a medium; it’s a source of emotional expression. The feel of the paper evokes emotions and allows them to create art that reflects their experiences, making it an integral part of their artistic journey. The connection between the students and JK Paper reflects the brand’s commitment to making a difference in the lives of those with special needs. JK Paper honors teachers like Sumeet, who go the extra mile to ensure every student has a chance to shine.

    By showcasing this film, JK Paper and Snehajyoti Nivasi Blind School aim to inspire support for initiatives that foster creativity in education. With 295 million visually impaired individuals worldwide, including over 10 million in India, waiting for their creative potential to be realized, this campaign underscores the ongoing, transformative nature of learning and teaching.

  • 157 disruptive campaigns shortlisted for MMA SMARTIES India 2024

    157 disruptive campaigns shortlisted for MMA SMARTIES India 2024

    Mumbai: MMA Global India has unveiled the shortlist for the 13th edition of SMARTIES India 2024, recognising and celebrating the most impactful marketing campaigns that have redefined the boundaries of innovation. These campaigns have left an indelible mark on brands, agencies, media companies, and solution providers across India with their cutting-edge work.

    This year, a total of 157 entries made it to the shortlist, received from various sectors including FMCG, OTT, retail, BFSI, and technology. The shortlist highlights the breadth of creativity and effectiveness in the respective categories, setting new benchmarks for marketing excellence.

    MMA Global India Country Head and BOD Member Moneka Khurana reflected, “Congratulations to all the finalists of SMARTIES India 2024. Reviewing this year’s Smarties entries was a masterclass in excellence. The shortlist isn’t just a collection of campaigns – it’s a spotlight on ideas that truly push the boundaries and set new standards, making the shortlist a definitive guide to what brilliance looks like in our industry today. I am eagerly looking forward to celebrating the achievements of these outstanding campaigns at the Smarties gala.”

    The diverse pan-industry selection jury comprised leaders from Havas Media, Lionsgate Play, FCB, Jio, Domino’s, Abbott, Flipkart, WPP, Dentsu, Mindshare, Niti Aayog, Times Network, LoveChild by Masaba, Zee5, Genpact, amongst many.

    The final set of deliberations spread over a 3-day enriching jury meet was conducted by our marketer-only jury comprising leaders from Myntra, Hindustan Unilever, Tata, HDFC, Marico, Aditya Birla Group, Pepsico, MakeMyTrip, Godrej, Castrol, Wipro, Nivea, Perfetti, Leela, Hershey, HP, amongst more.

    The jury was led by esteemed jury chairs, including Lenovo managing director Shailendra Katyal; Tata Consumer Products president – packaged foods Deepika Bhan; and Rohit Bhasin, MMA India Board Member; president, head – Affluent, NRI, business banking and CMO, Kotak Mahindra Bank.

    Explore the full jury roster here.

    New categories such as AI Marketing and Connected TV have garnered significant interest, reflecting the industry’s evolution towards AI-powered marketing strategies. It’s heartening to see a spectrum of brands and agencies leveraging these new categories to create impactful campaigns. Submissions in these categories came from the likes of Publicis, Amazon, Omnicom, Disney, Leo Burnett, Performics, Hansa Cequity, and Britannia, amongst others.

    Jury chair Rohit Bhasin, MMA India Board Member; President, Head – Affluent, NRI, Business Banking and CMO, Kotak Mahindra Bank remarked, “Judging the SMARTIES 2024 entries was an exhilarating experience filled with on-the-edge moments and close calls. The level of competition was incredibly high, with many entries pushing the boundaries of innovation. I thoroughly enjoyed the free-flowing perspectives and deep insights shared by my fellow jury members. It was a privilege to witness firsthand the creativity and strategic brilliance that are shaping modern marketing.”

    Key Highlights

    Among the diverse array of categories featured in SMARTIES 2024, several sub-categories have stood out as magnets for innovation and creativity, attracting a substantial number of entries, the top ones being Creator/Influencer/Celebrity Marketing, Data Insights/Contextual Marketing, and Brand Experience.

    Jury chair Tata Consumer Products, president of packaged foods Deepika Bhan shared, “In FMCG, innovation and consumer engagement are critical to measurable success. The SMARTIES Awards highlight how creative marketing can drive significant business impact. The entries this year, especially in new categories like AI Marketing and Connected TV, demonstrate how marketers are leveraging technology to create personalized and impactful consumer experiences. It’s inspiring to see such a high level of creativity and strategic thinking in the shortlisted campaigns.”

    In interesting news, SMARTIES 2024 is globally certified in partnership with RECMA, the leading media agency research organization, ensuring that winners are recognized in globally acclaimed platforms.

    Access the Full Shortlist Here.

    Jury chair Lenovo managing director Shailendra Katyal remarked, “Being part of the SMARTIES jury and chairing the process this year has been an enlightening experience. The quality and diversity of the entries reflect the rapid advancements in our industry. It’s fascinating to see how marketers are integrating technology and creativity to drive engagement and business results. The shortlisted campaigns are a testament to the innovative spirit and strategic acumen that define marketing excellence.”

    Next Stop: SMARTIES Unplugged & Gala

    As the anticipation builds, the marketing industry eagerly awaits the SMARTIES 2024 Awards ceremony to celebrate the ingenuity, creativity, and business impact achieved by these outstanding campaigns. The winners will be announced at the gala event scheduled on 11th October in Mumbai, promising an evening of inspiration and recognition for the best in class modern marketing.

    Ahead of the gala, the industry will gather for the return of SMARTIES Unplugged, a pre-gala enriching conference bringing together marketing thought leaders who will share innovative and creative work designed to benefit tomorrow’s marketers and the consumer’s changing mindset. Unplugged will uncover the transformative impact of technology-powered creative and media strategy and its impact whilst embracing marketing excellence in the AI era. This exclusive platform offers partners, industry luminaries, shortlisters and the best brains in the biz an opportunity to showcase exceptional work and share invaluable expertise.

    Register for the gala + unplugged here – https://www.mmaglobal.com/smartiesindia2024#register

  • SuperBottoms launches ‘It Feels Right’ campaign featuring Alia Bhatt

    SuperBottoms launches ‘It Feels Right’ campaign featuring Alia Bhatt

    Mumbai: SuperBottoms has launched its new campaign, ‘It Feels Right’ starring their investor and brand ambassador, Alia Bhatt. This campaign is a heartfelt celebration of the comfort, quality, and eco-friendly values that define SuperBottoms’ product line.

    The “It Feels Right” campaign by SuperBottoms is crafted to celebrate the emotional and physical satisfaction that comes with choosing the best for one’s baby. At its core, the campaign highlights how high-quality cloth diapers are made of organic cotton, absorbent, economical and no chemicals present in it as compared to disposable diapers. By focusing on the innate parental instinct to offer superior comfort and safety, ‘It Feels Right’ resonates with the joy and fulfillment that arises from making thoughtful, responsible choices.

    The brand’s commitment to sustainability and excellence ensures that every SuperBottoms product not only meets rigorous quality standards but also supports a greener planet. This campaign with Alia Bhatt connects with parents on an emotional level, affirming that choosing SuperBottoms is not just a decision, it’s a gratifying experience that truly feels right.

    SuperBottoms CEO & co-founder Pallavi Utagi explained the thought behind the campaign, “At SuperBottoms, we understand that parenting is driven by the deep desire to provide the best for your child. Our latest campaign captures the innate satisfaction that comes from choosing products that combine unparalleled comfort with eco-friendly values. We are committed to help families make informed choices that are beneficial for their children and environmentally responsible.”

    Featuring in the ‘It Feels Right’ campaign, Alia Bhatt, Investor & Brand Ambassador, SuperBottoms states, “As a mother, I’m thrilled to join SuperBottoms in their mission to build a sustainable future for our children. Their commitment to creating eco-friendly diapers that don’t compromise on safety or comfort empowers us as parents to make meaningful choices. I’m excited to be part of this positive change for our kids and the planet.”

    The brand has over 500 retail stores across India, making its products accessible to parents nationwide. Additionally, the brand has its own website, www.superbottoms.com, and is also available on major e-commerce platforms, including FirstCry, Blinkit, Zepto, Amazon, Flipkart, Myntra, JioMart, Ajio, and many more, making it convenient for parents to find and purchase their favorite products.

    In addition to their renowned cloth diapers, SuperBottoms has expanded its offerings to include bumwear products that prioritizes both the safety of the baby and zero compromise on the planet. The brand’s success story is a testament to the growing demand for sustainable alternatives and the impact of community-driven business models.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Superbottoms (@superbottoms)

     

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  • EMotorad launches ‘Dil Se Aawaaz Ayegi’ campaign

    EMotorad launches ‘Dil Se Aawaaz Ayegi’ campaign

    Mumbai: EMotorad launched its brand new campaign, ‘Dil Se Aawaaz Ayegi’. The ad stars cricket legend Mahendra Singh Dhoni and showcases the brand’s best-selling foldable and fat-tyred e-cycle, Doodle V3.

    In the ad, MS Dhoni is seen in a garage surrounded by various bikes, imitating the unique sounds each one makes, like ‘vroom vroom’ and ‘vaun vaun’. The ad builds intrigue when Dhoni asks, “What sound will your cycle make?” To which an EMotorad representative responds, “Dil se aawaaz ayegi”, transitioning to a scene of Dhoni riding the e-cycle going ‘’weeeeeee’ ‘woooooooo’.

    The campaign resonated with nationwide audiences, garnering an overwhelming response for MS Dhoni and EMotorad’s second quirky collaboration.

    On the campaign, EMotorad co-founder and CMO Aditya Oza said, “Dil se Aawaz aayegi is more than just a tagline; we wanted to highlight what it feels like riding our bikes. And across everyone we spoke to after their first ride, their expression was a feeling of joy! With every campaign we create, we aim to instill the soul of the brand and express it through our content. Good advertising and great products have one thing in common: They evoke emotions, and that’s what our latest campaign is about. What’s even more remarkable is our partnership with MS Dhoni and doing all crazy things with us in such a sporty manner. We couldn’t be prouder to have the ultimate brand ambassador, who is not only an investor but also remains our Captain Cool forever.”

    Building on the success of their viral ‘Bole Jo Koyal’ campaign featuring MS Dhoni, EMotorad has released a follow-up that amplifies the same heartfelt emotion with the tagline ‘Dil se awaaz ayegi’.

  • Saudi Welcome to Arabia launches ‘Spectacular Saudi’ campaign

    Saudi Welcome to Arabia launches ‘Spectacular Saudi’ campaign

    Mumbai: Saudi’s national tourism brand, ‘Saudi Welcome to Arabia’ has launched its first-ever integrated consumer campaign for the Indian market – ‘Spectacular Saudi’. With a captivating blend of ancient tales and modern marvels, this campaign reveals a side of Saudi that transcends all expectations.

    Launching in English across the country, ‘Spectacular Saudi’ takes viewers on an immersive journey through Saudi’s golden sands, pristine waters, and endless skies, revealing the country’s iconic landscapes and experiences.

    The campaign visuals bring to life all that makes Saudi a spectacular destination – from the ancient mud-brick architecture of Diriyah’s At-Turaif and the pristine waters of the Red Sea to the historic streets of Al Balad in Jeddah and the majestic Nabataean tombs in Hegra, AlUla. Spotlighting Saudi’s open and welcoming culture which resonates with Indian hospitality in many ways; the campaign further cements Saudi’s close affinity with Indian culture. It invites couples, families, and people in search of iconic experiences rooted in culture and heritage, to explore the unexplored. It narrates the story of a Spectacular Saudi, one steeped in heritage, history, and modern wonders while encouraging prospective Indian travellers to embark on an unforgettable journey of discovery.

    Speaking on the campaign, Saudi Tourism Authority president of APAC markets Alhasan Aldabbagh said, “Indian travellers have long shown a deep appreciation for authentic and unique experiences. They are keen to explore novel destinations, cultures and gastronomy, and that is exactly what Saudi has to offer. With iconic destinations like Diriyah, Al Balad, and Hegra in AlUla – three of Saudi’s eight UNESCO World Heritage sites, they can walk through history dating back millennia, and with tailor-made packages, experience world-class culture, adventure, and cuisine.

    We are excited for Indians to experience the warm Saudi welcome, a core part of our heritage, and something intrinsic to Indian culture as well. India holds an incredibly special place in our hearts, and we are committed to making India the number one source market by 2030. In 2023 alone, 1.6 million Indians travelled to Saudi. We are thrilled to welcome Indian visitors to truly experience the Heart of Arabia.”

    With a 240 per cent increase in leisure visits from India compared to last year, visiting Saudi has become more accessible, with over 330 direct weekly flights and eight airline operators. Indians holding a valid tourist or business visa from the U.S., the U.K., or any Schengen country, with stamped proof of entry, are eligible for an eVisa and visa upon arrival at Saudi international airports. Those not eligible can apply for a visa through 11 Tasheer Centres across India.

    For more details, visit https://www.visitsaudi.com/en/plan-your-trip/visa-regulations. Indian travelers can also apply for a free Stopover visa, valid for up to 96 hours, available 90 days in advance on the Saudia Airline and Flynas websites.

    To explore Saudi Arabia, visit https://www.visitsaudi.com/en/campaigns/india and book your trip with exclusive packages and offers from 12 trade partners in India.

  • IGP adds a stone age twist to birthday gifting in latest ad film

    IGP adds a stone age twist to birthday gifting in latest ad film

    Mumbai: International gifts platform, IGP has launched its second ad film under its ‘Amazing Gifts, Samay Par’ campaign, adding a creative and comical twist by setting a birthday party in the stone age. This latest installment humorously reimagines the age-old challenge of finding the perfect birthday gift, showing that even in primitive times, choosing the right gift was crucial. The campaign highlights that a thoughtful gift, given at the right time, can leave a lasting impact—a theme central to the campaign.

    The ad takes us back to the Stone Age, where even early humans knew a birthday bash needs the perfect cake. In a time when fire is rare and stone tools are advanced, a young cave boy surprises his crush with a cake and flowers from IGP. The cake becomes the highlight of the party, impressing everyone in the tribe. The message is clear: whether hunting for dinner or managing today’s tasks, a thoughtful gift can make a lasting impression in any era.

    IGP founder and CEO Tarun Joshi shared his excitement about the new film, saying, “With this second ad in our ‘Amazing Gifts, Samay Par’ campaign, we wanted to bring a playful twist to the idea of birthday gifting. The Stone Age setting adds a humorous layer to the story, showing that no matter the time period, a well-timed gift can make a big impact.

    Understanding how important birthdays are, we at IGP are committed to ensuring that your thoughtful gift arrives precisely when it’s needed. Our popular 30-minute and midnight delivery services are tailored to meet this need, making every celebration truly memorable.”

    This ad follows the success of the inaugural Raksha Bandhan ad and is part of a series of eight films called “Main Samay Hu”. As the ‘Amazing Gifts, Samay Par’ campaign continues, IGP will release more films that creatively mix historical themes to modern-day relevance with a humorous touch. Each film focuses on different occasions like Diwali, Christmas, birthdays, anniversary, Valentine’s Day, and so on, showcasing the timeless essence of gifting.

  • Parle Agro launches SMOODH Lassi

    Parle Agro launches SMOODH Lassi

    Mumbai: Parle Agro, known for driving innovation in the Indian beverage market, launches SMOODH Lassi, a fresh addition to its growing dairy portfolio that is set to redefine the Indian dairy category once again. Building on the success of SMOODH flavoured 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 extraordinary growth. This exciting launch is backed by an extensive multi-channel campaign, the largest ever in the lassi category, featuring brand ambassador, Varun Dhawan.

    With SMOODH Lassi, Parle Agro takes lassi to new heights of delight and indulgence. With 50% dahi content, this lassi is wonderfully 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 flavour that is both refreshing and comforting. It’s the perfect beverage for relaxing moments – whether it’s a quick snack, a family gathering, serving guests or simply a refreshing pick-me up.

    Making SMOODH Lassi even more unique is its packaging. This packaging ensures the lassi is free from trans fats and preservatives, with a remarkable six-month shelf life, perfectly aligning with Parle Agro’s commitment to wholesome, quality, and guilt-free indulgence. Its vibrant, trendy design is eye-catchy and appealing, making it stand out in a crowded market. Additionally, its youthful look and convenient size make it ideal for on-the-go consumption.

    Parle Agro kicks off its dynamic 360-degree campaign for SMOODH Lassi with a TVC created by &Walsh. Featuring the charismatic Varun Dhawan in a dual role, the ad seamlessly aligns with the brand’s young and vibrant image. Dhawan’s portrayal of both a customer seeking the ultimate lassi experience and a shopkeeper delivering it highlights SMOODH Lassi’s superior quality and irresistible taste. This approach emphasizes SMOODH Lassi’s creamy texture, delightful flavour, and refreshing qualities, positioning it as a charming, wholesome beverage that brings good vibes to any moment. The campaign effectively captures the ‘Ohhh sooo Smoodh’ essence, showcasing SMOODH Lassi as the top choice for creamy indulgence and joyful refreshment.

    Commenting on the launch of SMOODH Lassi, Parle Agro joint managing director Nadia Chauhan 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 Rs 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.

    Sharing more details on their corporate strategy, Chauhan added, “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.”