Taking forward its commitment to enhance consumers’ experience with meat and seafood, Licious has launched its latest campaign ‘Licious Sera Sunday’, because ‘Sera Sunday maanei Licious er sera Mutton’, meaning ‘The ultimate (sera) Sunday calls for the ultimate (sera) Mutton by Licious’!
The campaign celebrates the place that mutton holds in Bengali cuisine, and how a mutton dish is at the core of a well-spent, memorable Sunday. The film takes us inside a Bengali household on a Sunday, giving us a glimpse into how every family member’s Sunday plans revolve around the Mangshor Jhol being prepared for lunch.
The film opens on a typical morning inside a Bengali household, when the marination of mutton is a clear giveaway that it's a Sunday. As the film rightly points out - akta aladai byapar ache ajker robibare (there’s something different about this Sunday), we see members of the family, from the granddad to the grandson, getting enticed by the aromas arising from the kitchen.
In an almost orchestrated fashion, all plans and activities for the day center around the Mangshor Jhol; like Rahul has abandoned the football ground for a ‘big’ reason calling dibs on a big juicy mutton piece as his mom lifts a piece on the ladle.
As lunchtime approaches, the Mangshor Jhol, now with the mutton pieces and curry arranged on a bed of rice, draws the family together in a communion. With each bite, a sense of sheer delight and fulfillment takes over.
Santosh Hegde, Vice-President - Brand, Licious, said, "While nobody understands meat and seafood as well as we at Licious do, we continually make efforts to better understand our consumers and their preferences. One of our core product offerings, mutton is a true sensorial indulgence, especially in Kolkata, where Sundays mean familial togetherness and bonding over that special mutton preparation. The sign of a great Sunday is the shared mutton lunch experience that lingers, influencing plans and conversations through the oncoming week. And it all starts with the right mutton - tender, fresh and customised per the recipe it is meant for. The perfect blend of meat and fat for that rich taste, meaty and succulent mutton pieces and fresh, premium quality mutton - are all the right ingredients that we offer for the making of a sera Sunday!”
Licious 'Sera Sunday' campaign: