Licious Reinforces Sunday As Day Of Juicy Celebrations In Latest Campaign

The campaign has been conceptualised by Sideways Consulting

Licious earns the 'India's Juiciest Chicken' title from ICAR - National Meat Research Institute. To accentuate its Sunday celebration theme, Licious releases a delightful film featuring actors Gajraj Rao and Sheeba Chaddha.

Founders Vivek Gupta and Abhay Hanjura steer Licious through a nine-year journey, culminating in the prestigious 'India's Juiciest Chicken' certification from ICAR. The recognition reflects years of dedicated research and portfolio enhancement. Licious distinguishes itself by adhering to key principles - moisture lock assurance, precise temperature control, low-stress biosecure farms and meticulous feed management, ensuring their chickens meet the highest industry standards.

Santosh Hegde, Vice President, Brand at Licious, added - “Being recognized by ICAR-National Meat Research Institute is a huge honor for the brand. At Licious, every bite is an explosion of flavour, and being 'Certified India’s Juiciest Chicken’ is a proud moment for us and our customers. This certification affirms our dedication to providing unparalleled moments of satisfaction and culinary bliss. However, the quest to deliver India's Juiciest Chicken has been more than a mission for us; it's been years of relentless hard work and dedication to perfect our offering in every way possible. The award by ICAR is of significant importance symbolising not just an accolade but a testament to our core values. As you savour the succulence of Licious chicken, envision not just a meal but a celebration – a celebration of richness, tenderness, and the joy that each bite brings. In line with this, we've also launched a new film that embodies the joy of relishing Licious offerings. This isn't just a campaign; it's an aspiration to elevate your Sundays to a symphony of taste and togetherness. So what are you waiting for? Now certified bliss and juicy delight are just one click away.

The Sideways Consulting conceptualised the film featuring Rao and Chaddha in a household setting. The storyline unfolds with Mamaji relishing Licious' tangdi chicken, leading to the revelation that Licious is now officially 'Certified India’s Juiciest Chicken.' The film humorously captures the wife's playful boast about always knowing Licious is the juiciest, thanks to her husband's enjoyment. The concluding scene adds a touch of humour as the husband chuckles with meaty juices dripping from his fingers and mouth.

The film will be aired on TV and digital platforms.

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