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Licious Celebrates the Joy of Freshness with a Delicious New Campaign

MediaInfoline November 3, 2020

Remember the times you took a bite of a decadent chicken cutlet and tried to decode its spice-mix or ate a spoonful of mutton korma & wondered what the recipe might be? The new campaign from Licious attempts to solve this secret behind every great meat dish. In a series of films spread across their raw & fresh, marinated meats & meat-based spreads portfolio the brand unravels the secret of a great tasting dish- the freshest of meat & seafood… free of antibiotics, artificial preservatives, color or flavour!

Says, Meghna Apparao, Chief Business Officer, Licious, “We are not just a meat & seafood brand; we are in the business of creating delicious meat dishes & memories. And every unforgettable meal is made with only one ingredient- the freshest meat & fish. The current brand campaign employs visual storytelling to bring this insight to life with a series of films. Our obsession with quality and consumer centricity has been instrumental in leading the category through product innovation, tech intervention and supply chain transformation. Even as we make our way through a pandemic, Licious continues to be synonymous with freshness & superior quality. Because Licious Fresh is Delicious Fresh

Licious has worked with Ogilvy to portray the emotions a delicious meat dish evokes from meat lovers. The extensive research conducted indicates that the prominent consumer insight is the idea of enjoyment that one derives from a great meat dish. An ardent meat lover is excited in being able to juice out the most pleasure possible from eating meat- pleasure in the meat itself or the experiences surrounding it.

“The greatest chef or the greatest recipe in the world cannot hide a mediocre or a poor-quality meat. The thing about Licious is the way they source their meat, the way they pack their meats, the way they ensure that the freshest of meats get to our homes. This quality of Licious is what we have focused on in the new campaign,” says, Piyush Pandey, CCO, Worldwide and Executive Chairman, India, Ogilvy.

The campaign sees manifestation through digital films, print ads, OOH, & regional language TVCs other than its ramification across all brand assets. The films take a lighthearted approach, showing how great quality meat and seafood wins heart every time! Brought to life through banter between friends & family members the films showcase how delectable, drool-worthy dishes practically make themselves with the magic of Licious meats & seafood.

Targeted at a national audience, the campaign goes LIVE on 3rd Nov 2020.

Here are the links to view the campaign:

Link 1- here

Link 2- here


Agency: Ogilvy, India

CCO, Worldwide and Executive Chairman, India: Piyush Pandey

Executive Creative Director: Sujoy Roy

Creative Team: Gour K. Mukherjee, Dhruv Mookerji, Angad Singh and Amrita Dutt

Managing Partner (South): Tithi Ghosh

Account Management: Akshatha Poojari, Arusha Mohanakrishnan and Nabanita Chatterjee

Executive Vice President (Planning): Anirban Roy

Planning Team: Siddharth Mohanty and Aesha Das

Production House: Oink Films

Director: Shirsha Guha Thakurta

Producer: Ramya Rao

DOP: Vikas Sivaraman

Food Stylist: Richa Talwar

Music Director: The Jam Room

Editor: Ernest


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