Campaign India Team
Aug 24, 2021

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

Watch the film conceptualised by &Walsh here

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
Campaign India

Related Articles

Just Published

6 hours ago

If you want to be a creative agency, sell creativity...

To revitalise its Indian operations, the French agency wants to partner with brands that are genuinely eager to collaborate with it. The reason? Marcel prefers focusing on quality over quantity, prioritising meaningful relationships over numerous office openings.

7 hours ago

Google parent Alphabet beats Q2 earnings predictions

The tech giant has beaten Q2 revenue and profit estimates driven by strong ad sales and its cloud unit, and says that its AI investments are “driving new growth.”

8 hours ago

Pringles splits with Grey as it ends 27-year ...

Kellanova, which owns the brand, launched a creative review earlier this year, resulting in a move away from incumbent agency Grey.

9 hours ago

Nike unveils Olympics campaign: 'Winning Isn’t for ...

The work, voiced by Willem Dafoe, features several current and past Olympians and celebrates the audaciousness of their deep determination to win.