Licious has rolled out a campaign through which it aims to showcase its quality and service standards.
The films feature actor Anil Kapoor and have been conceptualised by Tilt Brand Solutions. One film shows Kapoor at an awards function. His security asks him if he's done talking/posing for the media. Kapoor replies that he can't be done so soon with the media and compares how the Licious team has more than 150 checks for its products.
The second film shows Kapoor on a film set rehearsing a dialogue. The director and the crew are visibly frustrated with the same. When asked about why he's taking his time to deliver just one dialogue, Kapoor takes out his phone and claims how Licious takes the same effort to make sure its consumers are satisfied with the quality of its products.
Prashant Verma, chief revenue officer, Licious, said, “Licious is very proud of its best-in-class products, which are created for meat lovers of India. We understand that meat lovers have a lot of Nakhras and choose only the best quality; and to deliver that quality, Licious goes to extraordinary lengths with its own Nakhras through our world class processes. With this campaign, the brand aims to grow acquisition into the online category. We are stoked to continue our collaboration with the evergreen Anil Kapoor for the latest campaign. He is the epitome of hard work and dedication and who better than him to showcase the efforts Licious puts into delighting customers; it's about time you upgrade to Licious.”
Adarsh Atal, executive director – creative, Tilt Brand Solutions, said, “The task defined to us was to bring alive the high standards that Licious offers across its products, platform, and service offerings, while bringing alive the personality of the meat lover. We had already started building the brand world for Licious and its association with Anil Kapoor via the first campaign. So as a natural follow-up, we realized the sumptuous insight was that Anil Kapoor’s high standards in acting and life can only be matched by Licious’ high standards (read nakhras) in their product offerings and service quality. Across the series of films and the campaign amplification, we see Anil Kapoor urging people to experience what high standards are by using the Licious platform and imbibe these standards and nakhras in their own life too and hence our campaign tagline – toh Licious ke nakhre aapke kab banenge?”
The campaign is spread across television and digital.