Licious launches new brand property 'Khaane Ke Bahane'; celebrates Mother's Day with new campaign

Licious, the D2C brand, is celebrating the indelible relationship between meals and memories with their newly launched brand property- Khaane Ke Bahane.

As quality and freshness experts, Licious has been committed to serving meaty experiences and meatier conversations. Through Khaane Ke Bahane the brand intends to lend further eloquence to the concept through thematic storytelling.

Santosh Hegde, VP- Brand, Licious, “As far as India is concerned, serving an indulgent meal is a show of affection and holds a place of significance in all our relationships. Our deep expertise and nuanced consumer insight puts us at a vantage point from where we can have a unique view of the role that food plays when it comes to interpersonal relationships. And that’s how Khaane Ke Bahane is born! It’s an attempt to put to life everyday stories that emanate from the kitchen and occupy a place in our hearts.”

“Our Mother’s Day campaign is the first in this series. The film captures the warmth of a mother-daughter relationship that transcends geographies and timelines. It is creative rendition of a familiar story that is sure to resonate with everyone.”

Conceptualised and created by Tilt Brand Solutions, the Mother’s Day campaign film hinges on the ease & comfortable vulnerability of the mother-daughter relationship. Created for the digital media, it is 1 min 41 secs of friendly banter between a mother and daughter done in the guise of sharing a signature chicken curry recipe.

As the daughter unleashes her culinary creativity with a little guidance from her mother, she also lets the mother in on some of her secrets.

Ishita Misra, Director - Creative, Tilt Brand Solutions, said, "Dining table conversations are usually where family members catch up with each other. But when you are staying away from your parents, this doesn’t happen. Our Associate Creative Jonaki Guha dipped into this insight to explore the nuances of long-distance exchange between mother and daughter, over a ‘mom-style’ recipe. We chose Geetanjali Kulkari and Manasi Rachh to play the characters for the charm and realness they bring to the table."

The campaign goes Live today and will be amplified through social media and other Licious digital assets.

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