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‘For the Love of Meat’- Licious’ newest brand campaign is an ode to meat lovers



The brand ropes in Bollywood actors Anil Kapoor & Arjun Kapoor in their biggest ever mass media campaign

Bangalore, 3rd June 2021- It is 2014. A good old Sunday morning at a time much more ‘normal’ than the current one. The most important task for the weekend for you & your family often included a trip to the local market to pick up meat & fish for lunch- tender mutton, freshly cut fish or some prawns, the day’s catch. Sure, you had to trudge through the market to be able to get the meat or fish of your choice. It is not a pleasant experience! But that’s just who meat lovers are- their passion for great meat & seafood fuels their determination to source the choicest cuts and cook those delicious dishes from which they derive all the pleasure.

The way India experiences meat underwent a transformation in 2015, when Licious, India’s largest meat & seafood brand came into existence. Licious started their journey with a belief that India deserves better meat & went on to learn all the nuances & nitty-gritties of what great meat & seafood stands for! And, over the last 5 years they have perfected this knowledge to understand all the nakhras of the meat lover. Nakhra is really an expression for the Love of Meat that is at the heart of everything Licious does. Be it the nakhra of 150+ quality checks, the nakhra of immaculate packaging or the nakhra of an unbroken cold chain – it is Licious’ love for the most delectable meat & seafood that drives them to be obsessively fussy & extremely passionate!

The newest brand campaign brings the idea of Meat Lover’s Nakhras to life. In their biggest ever mass-media campaign Licious has worked with Bollywood actors Anil Kapoor & Arjun Kapoor to bring this core thought to life.

Says, Meghna Apparao, Chief Business Officer, Licious, “There are meat eaters & then there are meat lovers. For meat lovers, great quality meat & seafood is lot more than just food; it is a thing of joy, it is a great time shared with family & 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 & 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 & Arjun Kapoor showcasing their love for meat in a way that strikes a chord with us. After all, it is only one nakhrebaaj that understands another!”

Adding on, Ms. Apparao also mentioned, “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 & seafood while keeping them safe & homebound. A good meal is great comfort- specially in times like these. The Licious promise in to ensure that we keep inspiring your inner cook & be an innate part of your culinary journey.”

Licious has worked with TILT to craft two light-hearted advertisement films with uncle-nephew duo Anil Kapoor & Arjun Kapoor to portray the many nakhras that meat lovers have. The film shows the duo bonding over cooking, sharing some fish-fry and tangdi kebab and overall having a great time. The choice of the actors was driven by the fact their personal connect would leave an impression on the on-screen presence. After all, you cook & share your meals with people you love & truly connect with. The films reflect this natural & effortless camaraderie. The adorable uncle-nephew chemistry coupled with their signature style and dialogues will not fail to make an impression on the audience.

Commenting on his experience of working with the brand, Anil Kapoor, legendary Bollywood actor 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 with 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 & I’m happy to be a part of their story.”

Adding on to the above Arjun Kapoor commented, “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.”