Licious has rolled out a campaign with an aim to capture the emotions of a chicken-lover, while relishing the juiciest piece of chicken. Conceptualised by Tilt Brand Solutions, the film showcases the feelings of onlookers when they’re surrounded by chicken.
The film opens to a woman about to have her lunch. As she opens her lunchbox and looks at her food, her colleagues and those around her look with just as much anticipation. She picks up a chicken drumstick and devours it in an almost trance-like state, while the entire cafeteria mimics her actions.
Santosh Hegde, VP - marketing, Licious, said, “Since its inception, Licious has been redefining the codes of the category, setting new benchmarks in freshness and quality. Through extensive consumer immersions we understand that for our consumers the taste of the chicken in the dish is the ultimate test. And that’s the key differentiator of Licious chicken - it is juicier than other chicken and elevates your meals to the next level. To achieve this, we take a lot of measures in the backend - from raising the birds right to ensuring a foolproof cold-chain system that locks in moisture right up to the time you get cooking. This campaign is an endeavour to introduce our consumers to the world of great tasting chicken - the Licious way. The film is sure to invoke your senses and leave you drooling for a bite of succulent juicy Licious chicken, drawing you in for a delightful gastronomical experience."
Adarsh Atal, executive director - creative, Tilt Brand Solutions, said,"This was a pivotal brief for us. Licious as a brand has built itself on the proposition of the freshest quality chicken. This time around, we were tasked to prove that Licious is in fact the tastiest chicken out there, since it is the juiciest. The creative leap we took was to show that when the chicken is so juicy and tasty, it’s not only enjoyable to eat but also equally enjoyable to watch someone eat it.”