Licious fleshes out a plan for the perfect delicacy

Watch the film conceptualised by the brand’s in-house team here

Jul 20, 2022 11:44:00 AM | Video | Campaign India Team

Fresh meats and seafood brand, Licious, has rolled out a campaign to highlight its newly launched Biryani Meat and Masala Mix range. Conceptualised by the brand’s in-house team, the campaign aims to tell consumers to stop worrying about not finding actual meat in biryani, which they often face while ordering the dish from restaurants.
The first film features a man who romantically cooks biryani for his partner. However, when he unveils the dish in front of her, it looks nothing like biryani. The second film showcases three friends taking their share of biryani from a container. When finding chicken, all three are disappointed only find bones and no meat.
Both the film aims to position the brand’s new range as the perfect solution for biryani made at home. 
Nichelle Kamat, VP - category, Licious, said, “Biryani is an iconic delicacy, and undoubtedly one of the most popular dishes in India. While everyone loves eating Biryani, the elaborate cooking process of it is exhausting. This is where Licious’s Biryani Meat and Masala Mix comes in! Our
expertise and nuanced consumer insights have helped us create an easy ready-to-cook biryani mix. It is a perfect blend of meat and spices, which will help our consumers prepare biryani in just three steps in their own kitchens. We have also ensured that our consumers have choices, hence we have launched our biryani mix in three of the most popular flavours. As a brand, we have proactively worked towards adding convenience into our customer’s life. Over the last few years, we have launched multiple ready-to-cook and eat products in mutton, chicken, fish, and prawn categories. With biryani mix, we have taken our first step towards the wholesome meal category, and we are looking forward to innovating more such products.”
The campaign is being rolled out on social media and will be further amplified across the brand’s digital assets. Licious will also roll-out a print campaign which will also on trade and e-com sites.