The Rs 2,000-crore brand is one of the leading mango beverages in the country, the company said.
The announcement is a part of the food and beverage company's expansion strategy to become a Rs 10,000 crore entity by 2022.
Nadia Chauhan, Joint MD and CMO of Parle Agro, said, "With a strong focus on south India, it has been necessary for us to drive aggressive inputs for both marketing and sales & distribution efforts in the region."
The new campaign featuring Allu Arjun will be rolled out this summer led by a region-specific film in south India and will be conceptualised along with Parle Agro's creative partner, Sagmesiter & Walsh (S&W), the company said in a statement.
S&W has previously been associated with Parle Agro for its brand campaigns on Frooti, Appy Fizz, Appy and most recently Frooti Fizz, it added.
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