Licious has rolled out a campaign to bring alive the sentiments of meat lovers. Conceptualised by Tilt Brand Solutions, the films feature actors Anil Kapoor and Arjun Kapoor, who enact the camaraderie that meat lovers go through while preparing their favourite delicacies with their close ones.
Both the films feature the uncle-nephew duo who bond over cooking their favourite meat. They engage in a humorous banter by pulling each other’s legs when the other one is busy with the meal preparations. The film uses the actors’ signature style and dialogues in story, to portray the advantages of purchasing one's preferred meat from Licious.
Meghna Apparao, chief business officer, Licious, said, “There are meat eaters and then there are meat lovers. For meat lovers, great quality meat and seafood is a lot more than just food; it is a thing of joy, it is a great time shared with family and friends over a meal, it is the immense satisfaction of creating a dish that is heart-warming. Meat lovers go to great lengths to ensure the meat they buy is perfect in every sense - fresh, hygienic, safe and free of antibiotics. That’s where Licious comes in! Over the last 5 years, we have been working towards a deeper understanding of meat-lovers' nakhras and combining them with our own, in a continuous process of product development. We pride ourselves in our ability to devise and improve on our stringent quality control measures, animal rearing and handling best practices, so that our consumers get nothing but the best - every single time. Licious is a brand created by the meat lovers for the meat lovers. It is a delight to see Anil Kapoor and Arjun Kapoor showcasing their love for meat in a way that strikes a chord with us. After all, it is only one nakhrebaaz that understands another!”
Apparao added, “The role Licious plays is more pertinent now than ever. We have been working very hard since last year to serve our consumers the best of meat and seafood while keeping them safe and homebound. A good meal is great comfort- especially in times like these. The Licious promise is to ensure that we keep inspiring your inner cook and be an innate part of your culinary journey.”
The campaign has been released on TV and digital, across all brand assets.
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