Tag: Licious

Licious names Tilt Brand Solutions as Integrated Brand & Communications Agency on Record

Mumbai : Delightful Gourmet Private Limited has appointed Mumbai based brand & communications consultancy, Tilt Brand Solutions as their strategic, creative and digital “Agency on Record” for its brand, Licious.

The brand started its journey five years ago and continues to cater the meat and seafood lovers across the country.

Licious, vice president – brands and new ventures, Simeran Bhasin said it is imperative for the brand to collaborate with the right partners who are not just experts in the field but also mirror the brand credo. “The TILT team has an intuitive feel & passion for meat; one that matched Licious’ own. It was based on this synergy that Licious first chose to work with them on the now current ‘Nakhra’ campaign. Our fantastic experience of working with the team through this project made it a no-brainer for us to explore, evaluate and finally close out a full scope AOR relationship covering brand & communication strategy and solutioning across platforms, formats and media,” she said.

Highlighting the overall vision, Tilt Brand Solutions chief business officer, Rajiv Chatterjee said the brand and team is passionate about wanting to change the way Indians purchase and consume meat and seafood. “The amount of work that has gone in over the last five years in the areas of quality and fulfillment is truly exemplary. And despite that, we believe that this journey has only begun. We are convinced in Licious’ rightful ambition to continue to lead and grow this category, as also in our ability to bring to bear on this journey, our competencies in data-led insighting, culture understanding, impactful storytelling and digital marketing & amplification,” he added.

Tilt Brand Solutions chief strategy officer, Paul Dueman said, “We have only started to scratch the surface in this highly cohortized category, and we are extremely excited to partner with this passionate bunch in successfully changing each cohort’s purchase behaviour and make Licious a household name for years to follow.”

June 5, 2021
Anil Kapoor & Arjun Kapoor team up for Licious’ new campaign

Mumbai: Online meat delivery startup Licious has launched a new campaign highlighting all the fuss that meat and sea-food lovers indulge in while choosing what to eat. The brand which specialises in meat and seafood has roped in the winsome combo of Bollywood actors Anil Kapoor and Arjun Kapoor for the campaign.

Created by advertising agency Tilt, the two films feature the uncle-nephew bonding over cooking while sharing their favourite meat-based dishes. The commercials highlight the convenience, safety and hygiene of meat being offered by the company, which operates on a farm-to-fork model. It entices users to download the brand’s app to partake in a fresh-from-the-sea fish and tender meat experience.

The natural camaraderie between the actors, coupled with their distinct signature styles and dialogues makes for an interesting watch, while delivering the brand message across effortlessly. The first film portrays the senior Kapoor trying his hand at cooking, frying fish to the tune of some of his memorable songs, while the second film has his nephew donning the chef’s hat.

Licious’ chief business officer Meghna Apparao said, “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 & 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.”

Sharing his take on the campaign, actor Anil Kapoor said, “I had such a great time working on the films! Good food and great culinary experiences – I could not really ask for a more enjoyable way of spending my time. And just like with food, this experience was made even better in Arjun’s company, so it was a win-win situation for me! I am super impressed with all the good work that Licious is doing in disrupting the meat & seafood ecosystem of the country. It is truly heartening to see the impact of their transformative work and I’m happy to be a part of their story.”

Arjun Kapoor added, “I am delighted to be associated with the brand Licious. The high-octane, positive energy is palpable on the set. I had a great time collaborating with Anil chachu and I hope people will enjoy the ad film as much as we did shooting for the same.”

The campaign, which went live on Thursday, will be promoted across television, digital and social media platforms.

The pandemic-led disruption last year gave a boost to online meat buying, prompting the Bengaluru-based startup to go beyond metros and also start operations in smaller cities this year, including Jaipur, Coimbatore, Kochi, Puducherry, Vizag and Vijayawada among other cities.

June 4, 2021
Discovery Channel’s docuseries on ‘India Startup Stories’ premieres on 14 Dec

MUMBAI: Discovery Channel’s ‘India Startup Stories’ narrates the journey of Indian start-ups who have made giant strides forward and have made a mark on the Indian ecosystem. The 8-episode series, starting December 14, at 7:00 pm on Discovery Channel and Discovery Channel HD, will cover leading start-ups including Car24, Designcafe, Games24x7, Ixigo, Licious, Medlife, Policybazaar, and Paisabazaar.

Discovery South Asia Ad-Sales head Vikram Tanna said, “India’s Startup Stories will shine light on the ‘vision’ behind successful start-ups and uncover the fascinating Stories behind their inception. We will uncover how an idea led to the formation of a venture which went on to significantly impact business scenario in the country while making lives of consumers simpler with technology backed concepts.”

December 9, 2019
Licious launches their quirky new digital campaign #NoFreeKaMaal

MUMBAI: Building on the brand’s mission of helping their customers eat world class fresh meats and seafood, Licious, is launching their new brand campaign called #NoFreeKaMaal. Keeping up with their category-first promise, Licious is the first and the only brand in this category to explore visual storytelling to talk about the prevailing customer pain points of quality, hygiene, freshness and convenience when it comes to purchasing meat and seafood, that the brand has successfully solved since inception.

Targeted specifically at Mumbai and Pune markets, where the brand started operation about 3 months ago, the three-film series talks about the three ‘freebies’ that we often tend to pick up from local meat and fish markets- unwanted odour, vermin and the nuisance caused by strays. Featuring actor Namit Das, the films effectively blends humor with everyday life situations to make a strong point about these issues.

Commenting on the strategic thought behind the campaign, Vanda Ferrao, Head-Marketing, Licious, says “If you have ever made a trip to an Indian meat and fish market, you would be familiar with the squalor and chaos that is has to offer. What’s interesting to note is that the customer takes back a bit of that squalor with him along with his purchase, sometimes unknowingly! Along with the meat or fish, the butcher/fisherman also packs a few freebies- a bit of stench and buzzing flies that often has the stray dog at the market following you all the way home! Getting your hands on some good quality meat should not be this difficult. Our #NoFreeKaMaal campaign is a quirky take on this everyday issue. The underlined message upholds the brand’s core functional benefit, which is our offering of an unmatched range of meat and meat products, delivered at your doorstep sans all the free ka maal!”

The campaign draws inspiration from Licious’ in-depth customer research and is conceptualized in-house by the brand team. The first of this three-film advertisement series goes on air on 18th June 2019. All the films will be hosted at and promoted through the brand’s social media channels.

June 21, 2019