Campaign India Team
Mar 04, 2024

Licious celebrates being awarded 'India's Juiciest Chicken' in new campaign

Crowned 'India's Juiciest Chicken' by the National Meat Research Institute, Licious' new campaign film spotlights the goodness of a plate so delicious, it's always licked clean

Licious has rolled out a campaign entitled ‘Safa Chatt’ (licked clean), spotlighting its recent accolade as the recipient of the 'India's Juiciest Chicken' title bestowed by the National Meat Research Institute.


Conceptualised by Sideways, the film begins with a couple savouring a satisfying meal, with the husband expressing his delight over Licious being crowned as India’s juiciest chicken (officially). The film illustrates that even before certification, the company had the juiciest chicken with plates and bowls being ‘safa chatt’.


It also ingeniously incorporates a notion to instill a sense of pride in using Licious post its certification. The film concludes with a whimsical touch, as a voiceover announces the official confirmation of what Licious consumers have long-known unofficially.


Santosh Hegde, vice president for the brand said, “Being recognised by ICAR-National Meat Research Institute is a huge honour for the brand. At Licious, every bite is an explosion of flavour, and being certified 'India’s Juiciest Chicken’ is a proud moment for us and our customers. This certification affirms our dedication to providing unparalleled moments of satisfaction and culinary bliss."


Hegde added, "However, the quest to deliver India's Juiciest Chicken has been more than a mission for us; it's been years of relentless hard work and dedication to perfect our offering in every way possible. The award by ICAR is of significant importance symbolising not just an accolade but a testament to our core values."


Abhijit Avasthi, co-founder of Sideways said, “Our task was to reinforce a sentiment that Licious users have been echoing for years. We always knew Licious was the juiciest unofficially, but now that’s official. We wanted the world to know that.” 




Client: Licious 

Agency: Sideways

Leadership team: Abhijit Avasthi and Sonali Sehgal

Creative: Sameer Sojwal, Nilay Moonje, Misht Srivastava, Viraj Nandivadekar, Ajay Narsimhan,

Shashank Mestry 

Account management: Vanita D’Mello , Farzaad Dastoor

Strategy: Siddharth Mohanty, Amatulla Mukadam, Manasvini Bhatia

Production house: Superfly FilmsDirector- Kopal Naithani 

Producer: Tarun Bali 

DOP: Jishnu Bhattacharjee

Production Designer- Indrani

Stylist: Saba Gaziyani

Editor: Jayant Tiwari 

Music director: Aman Pant 

Post-production: Mithun Bangera



Campaign India

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