We are living in strange times and the world around us has changed rapidly. Staying at home for a long time, kids are getting tired watching television and the men of the house are taking interest in menu planning. While the lockdown has us all trapped, it has also managed to bring us back home and closer to our families — all bonded together with the superglue called ‘great food!’.
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Licious, the consumer food company, captures the beauty of this rare phenomenon of ‘slowing down’ in their most recent campaign, “Ghar Baithe Baat Badal Do”. The film captures the budding cooks, the little helping hands at kitchen, the food Instagram-ers, the not-so-expert roti makers and many others who create endearing and unforgettable food moments. The film has been conceptualised by Ogilvy.
Meghna Apparao, Chief Business Officer, Licious, said, “At Licious, we provide our customers with a lot more than just great quality meat! We are the architects of many unforgettable meals and memories that lasts a lifetime. Our lives are undergoing a transformation and the only constant in this ‘new normal’ is a home-cooked, comforting meal that brings families together. This film is an attempt at capturing all those endearing moments keeping up our spirits in the safety of our homes — the adorable kitchen bloopers, the joy of crafting a new recipe, the excitement of a cooking class over a video call and much more. But most of all, this film is a portrayal of the changing times and the transformation that is quietly seeping into our lives.”
Earlier this year, Licious launched their “Baat Badal De” campaign that showcased the brand as an idea, a movement — a way of life. Ek aisi soch hain jo Baat Badal De! The current campaign is taking the same thought forward guided by the brand’s belief that there is more to meat. The campaign sees manifestation through digital films and social media.
The TVC:
Credits:
Agency: Ogilvy
Executive Creative Director: Sujoy Roy
Creative: Gour K Mukherjee, Dhruv Mookerji, Angad Singh, Amrita Dutt
Managing Partner (South): Tithi Ghosh
Account Management: Akshatha Poojari, Arusha Mohanakrishnan, Nabanita Chatterjee
Planning: Anirban Roy, Siddharth Mohanty, Aesha Das
Production House: Big 3 Productions India
Directed by: Arjun Chatterjee
Produced by: Pranav Saji Krishnan
Edited by: Arjun Chatterjee
Music Composer: Adriel George
Voice-Over: Mary Joseph