Varun Dhawan to Endorse Parle Agro’s Smoodh Dairy Beverage

Parle Agro, manufacturer of tasty drinks like Appy Fizz & Frooti is now entering dairy beverages category with Smoodh Flavoured Milk, increasing competition in the value added dairy beverages market. 

Parle Agro Pvt Ltd has unveiled a campaign featuring Bollywood Actor Varun Dhawan as their brand ambassador. This campaign has been rolled out nationally across multiple channels including TV, OOH & digital. “The actor is deep rooted in the hearts and minds of consumers of India that will help maximize reach and awareness of the new launch.” the company said in a statement. 

The Ad Film aims to reinforce Smoodh as a brand that clearly provides the benefits of drinking the delicious and wholesome milk based beverage as an alternative to less healthy options like carbonated drinks. The campaign will be aggressively promoted during the remainder of the IPL season that is scheduled to be held in the month of September. 

The high quality and rich taste of the product, coupled with the affordable price and pack size has helped the company to get positive responses from consumers and retailers both. “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,” said Nadia Chauhan Joint Managing Director & CMO, Parle Agro Pvt. Ltd. 

Smoodh is the only brand in the market that is offering flavored milk at an extremely affordable price of   Rs 10/- only. Smoodh has successfully broken the pricing barrier and made this product category accessible to more consumers across India, especially rural consumers for whom flavored milk products have been out of reach. 

Actor Varun Dhawan is an admired youth icon who is physically fit, energetic which reflects the brand personality. Moreover his popularity cuts across children and adults alike which will accelerate the reach and awareness for Smoodh in the dairy beverage category.