Mumbai Licious, a D2C meat and seafood brand has been given a certification of ‘India’s Juiciest Chicken,’ a from the ICAR – National Meat Research Institute. The brand also unveiled a film starring Gajraj Rao and Sheeba Chaddha. The film will be aired on TV and digital platforms, and the brand is hopeful to partner with Sideways Consulting to extend the campaign platform into more initiatives.
The company explains that at the heart of this achievement is a nine-year journey by the founders – Vivek Gupta and Abhay Hanjura, fueled by a passion for perfection. The certification awarded by ICAR is a result of years of research and strengthening the Licious portfolio to elevate the meat-eating experience for consumers and provide them with the best quality products. There are four essential principles that the brand says it abides by, namely – guaranteed moisture lock, optimum temperature control, low-stress biosecure farms, and ensuring proper feed management which ensures all Licious chickens meet the gold standards of the industry.
Santosh Hegde, Vice President, Brand at Licious, said, “Being recognized by ICAR-National Meat Research Institute is a huge honor for the brand. At Licious, every bite is an explosion of flavor, 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 symbolizing not just an accolade but a testament to our core values.”
“As you savor 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 film conceptualised by Sideways Consulting opens in a household starring Rao as Mamaji and Chaddha as Mami Ji. In the narrative of Licious, both embark on a delightful journey that goes beyond the dining table. As the male protagonist relishes the tangdi chicken to the bone, the revelation unfolds – Licious is now officially ‘Certified India’s Juiciest Chicken’.’ The film captures this declaration as the couple rejoices, but the female protagonist rather boasts that unofficially she had always known that Licious is the juiciest chicken, all thanks to the way her husband relishes the meaty meal at the table. The film ends as the husband chuckles as the juices drip from his fingers and mouth.
