Licious goes hyperlocal with superstar NTR Jr.
Licious, India’s biggest fresh meats & seafood brand and the country’s first D2C unicorn has always believed in catering to its consumers’ meat cravings. Continuing its efforts to offer superior quality meat, the brand has extended its campaign ‘Licious Ke Nakhre Aapke Kab Banenge?’ roping in superstar NTR Jr. popularly known as “Man of the Masses”. This high-voltage partnership between Licious and NTR Jr. will further increase the brand’s reach and bring alive the philosophy of the brand.
Over the years, Licious has taken immense pride in its products and service to meat lovers. With this responsibility comes the need for robust processes that the brand has adopted in its quest of serving the most ‘de-licious’ delicacies. The collaboration withleading star NTR Jr. ticks a major milestone for the brand’s journey down south. The hyperlocal move is a testimony to the brand’s efforts for seeping into the hearts of audiences and brand lovers across the nation.
As part of this campaign, Licious will release a series of quirky and fun ad films featuring NTR Jr. in his immensely popular extravagant element. In the first hilarious video, the Young Tiger is seen emphasizing the importance of the preparation process no matter how big or small the dialogue is. In another video, the superstar is seen insisting on the security guard to check him thoroughly as Licious would do for its products. The campaign continues to highlight Licious’ attention to freshness, speciality cuts, 150-check quality processes, and reliable service. The films draw parallels between the processes NTR Jr. has endured perfecting his craft of performance with Licious’ world-class processes to ensure the delivery of high-standard products. After all, perfection needs perseverance and who symbolizes this any better than NTR Jr. himself?
Speaking about the launch, Santosh Hegde, VP, Brand, Licious, said: “We are ecstatic to partner with superstar NTR Jr. for this project, a name that resonates with the masses and has an unabashed charm. The campaign elaborates on our craft and dedication to serving the best quality meat even if that comes at the cost of Nakhras. NTR Jr. is a seamless fit to depict the brand’s philosophy and he will be instrumental in deepening consumer connection in the region as we look to expand the brand’s footprint. The partnership with NTR Jr. will be one for the books and we are glad to have executed our vision and message through him not only for his fans in the South and across the country.”
Speaking about his experience shooting the films, Brand Ambassador NTR Jr. said, “I am a firm believer that to attain perfection, one must possess dedication and passion. Attention to detail is what I follow with all my heart. My partnership with Licious for the new campaign is a result of this shared belief between the brand and me and of course to add to it my love for food and cooking! I am excited to associate with a brand that follows rigorous quality checks to deliver the joy of a perfect meaty meal to its consumers. I am thrilled to be a part of Licious’ mission to deliver the best and always have an eye for perfection because our audience deserves the best! I hope that meat lovers across the country will like the films and entrust Licious for their cravings”
Talking about the campaign developed by Tilt Brand Solutions, Adarsh Atal, Executive Director – Creative said “While the task at hand was to bring alive the product, platform, and service level benefits in the south, a demographic where meat and seafood consumption is relatively high, we thought of no one better than NTR Jr. to bring to life the Licious offering. NTR Jr.’s mass appeal and superstardom, help assertively bring out the high standards and perfection that he and Licious both have.”
The campaign is LIVE across TV, Social & digital channels and will be further amplified through Licious’ digital assets.
Since its inception in 2015, Licious has adopted 100% traceable and sustainable sourcing practices, creating quality benchmarks for the industry. The Bangalore-based brand is also the largest D2C brand from India to be certified with FSSC22000, one of the highest food safety certifications in the world. Rooted in a sustainability mission, Licious is also the first company in the segment to take a pledge towards achieving complete ESG compliance.