Parle Agro’s Smoodh takes Varun Dhawan through the milky way

Parle Agro, has rolled out a campaign for its new dairy offering, Smoodh - a premium range of flavored milk products. The brand has roped in actor Varun Dhawan as ambassador, who is featured in the film. Conceptualised by &Walsh, the campaign aims to maximise the reach and awareness of the new launch to all Indians. 

 

The film showcases the two flavours of Smoodh - chocolate milk and toffee caramel. Dhawan is seen in a double role, playing chocolate Varun and toffee caramel Varun. Both his personas are featured in a dance-off challenge in two different Smoodh worlds. The film is set to the jingle ‘ohhh sooo Smoodh,’

 

Nadia Chauhan, joint managing director and CMO, Parle Agro, said, “We are thrilled by the phenomenal performance of Smoodh from markets across India. The high quality and rich taste of the product, coupled with its disruptive price and pack-size has helped us garner extremely positive responses from consumers and retailers alike. Our goal is to further accelerate the growth and success of the brand with our new campaign for Smoodh and make it the product of choice for consumers looking for a quick energy boost or a quick sweet fix.”

 

She added, “We are delighted to have Varun Dhawan as the face for Smoodh. Varun is an admired youth icon who is extremely fit, energetic and health conscious which resonates with our brand personality. Moreover, his popularity cuts across all generations and geographies which will accelerate the reach and awareness for Smoodh in the dairy beverage category and take us toward our goal of becoming the #1 beverage company in India.”

 

The campaign has been rolled out across TV, print, OOH and digital.

                                                                        

Concept and direction: Ezra Hurwitz

Production: Bindery

Post production: Ransom Films

Creative agency: &Walsh

Creative director: Jessica Walsh