UnCrave, the plant-based meat brand by Licious, has rolled out a campaign featuring its brand ambassador, actor Vir Das. Conceptualised by Tilt Brand Solutions, the film aims to let users know that they can now fulfil their meat cravings via its plant protein-based meat products.
The film begins with Das describing a life without meat. After listing down how hell breaks loose for meat lovers who are deprived of meat, he states how users can uncrave their desperation for meat, since Licious’ plant protein-based meat products taste exactly like meat.
Simeran Bhasin, business head, UnCrave said, “UnCrave’s brand persona has been crafted as a light-hearted brand with a childlike imagination and highly animated expressiveness - much like Vir! We’re excited about working with Vir and believe his brand of humour brings alive the brand message in a simple, relevant and engaging manner. The task of category creation is a long drawn out affair and we intend to have fun while we’re at it.”
Ameya Kovale, executive director - creative, Tilt Brand Solutions, said, "This was a very exciting brief for us since this is a totally new category, not only for Licious but the country. We arrived at the simple behavioural insight - we crave for what can’t have. With this in mind, we landed the idea of ‘No More Missing Meat’ targeted at meat-lovers for all the times they need to ‘UnCrave’; and who better to express this emotion of craving and uncraving than Vir Das, in his quirky manner.”
The campaign will comprise a series of films, one of which has been rolled out.
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