Kolkata: Parle Agro has launched SMOODH Lassi, a fresh addition to its growing dairy portfolio to redefine the Indian dairy category once again. With 50% dahi content, the lassi is thick and creamy, delivering a delicious, smooth, and satisfying drinking experience.
Parle Agro is offering lassi in cutting-edge aseptic PET packaging at a competitive price of Rs. 20 for 180 ml. This innovative packaging ensures the lassi is free from trans fats and preservatives, while offering a six-month shelf life. SMOODH Lassi is available nationwide, ensuring easy access for both urban and rural consumers.
Nadia Chauhan, Joint Managing Director, Parle Agro, said, “With SMOODH Lassi we are offering a premium, creamy, and rich dairy based beverage. We have carefully crafted SMOODH Lassi to exceed consumer expectations, focusing on quality and taste.
Nadia Chauhan added, “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.”
Parle Agro has also launched an extensive multi-channel campaign featuring brand ambassador, Varun Dhawan.
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. It emphasizes SMOODH Lassi’s creamy texture, delightful flavour, and refreshing qualities.
