Meat and seafood brand Licious in its new brand campaign brings the idea of meat lover's nakhras to life. In the mass-media campaign Licious has worked with Bollywood actors Anil Kapoor and Arjun Kapoor to bring this core thought to life.
Meghna Apparao, Chief Business Officer, Licious, said, “There are meat eaters and then there are meat lovers. For meat lovers, great quality meat and seafood is lot more than just food; it is a thing of joy, it is a great time shared with family and friends over a meal, it is the immense satisfaction of creating a dish that is heart-warming. Meat lovers go to great lengths to ensure the meat they buy is perfect in every sense — fresh, hygienic, safe and free of antibiotics. That’s where Licious comes in! Over the last five years, we have been working towards a deeper understanding of meat-lovers' nakhras and combining them with our own, in a continuous process of product development. We pride ourselves in our ability to devise and improve on our stringent quality control measures, animal rearing and handling best practices, so that our consumers get nothing but the best — every single time. Licious is a brand created by the meat lovers for the meat lovers. It is a delight to see Anil Kapoor and Arjun Kapoor showcasing their love for meat in a way that strikes a chord with us. After all, it is only one nakhrebaaj that understands another!”
Apparao added, “The role Licious plays is more pertinent now than ever. We have been working very hard since last year to serve our consumers the best of meat and seafood while keeping them safe and homebound. A good meal is great comfort, especially in times like these. The Licious promise in to ensure that we keep inspiring your inner cook and be an innate part of your culinary journey.”
Licious has worked with Tilt to craft two light-hearted advertisement films with uncle-nephew duo Anil Kapoor and Arjun Kapoor to portray the many nakhras that meat lovers have. The film shows the duo bonding over cooking, sharing some fish-fry and tangdi kebab and overall having a great time. The choice of the actors was driven by the fact their personal connect would leave an impression on the on-screen presence. After all, you cook and share your meals with people you love and truly connect with. The films reflect this natural and effortless camaraderie. The adorable uncle-nephew chemistry coupled with their signature style and dialogues will not fail to make an impression on the audience.
The campaign sees manifestation through TVCs and digital films other than its ramification across all brand assets.
The campaign is targeted at national audience.
Disclaimer: The films were shot before the state-wide lockdowns were announced. Licious acquired the necessary permissions and all Covid safety protocols were followed and maintained before, during and post shoot.
In 2015 Licious started their journey with a belief that India deserves better meat and went on to learn all the nuances and nitty-gritties of what great meat and seafood stands for! And, over the last 5 years they have perfected this knowledge to understand all the nakhras of the meat lover. Nakhra is really an expression for the love of meat that is at the heart of everything Licious does. Be it the nakhra of 150+ quality checks, the nakhra of immaculate packaging or the nakhra of an unbroken cold chain.