Chennai: D2C meat and seafood brand Licious has launched a new Chennai-focused campaign, ‘Tharam Adhu Nirantharam’ (Quality that is always consistent), featuring acclaimed actors Saranya Ponvannan and Sruthi Hariharan. Rooted in Tamil dining traditions, the campaign highlights the emotional connection between food, family, and the quiet sacrifices often made by home cooks, while reinforcing Licious’ promise of delivering fresh, clean-cut, and consistently high-quality seafood.
The campaign draws from a familiar reality in many Tamil households, where the person preparing the meal often has little control over the quality or cut of fish purchased from traditional markets. As a result, generations of mothers and grandmothers have adapted to inconsistent cuts, frequently serving the best portions to their families while keeping the remaining pieces for themselves.
Licious aims to address this long-standing challenge by offering consumers fresh, consistently cut fish and seafood that allow every meal to be prepared as intended, eliminating the need for compromise.
The campaign film follows Ramya, played by Sruthi Hariharan, a homemaker who is unable to source fresh fish from the local market and prepares a meal where she ends up with the smallest pieces. Her mother-in-law, portrayed by Saranya Ponvannan, recognises the familiar pattern and introduces her to the Licious app, where fresh, clean, and properly cut fish can be ordered with ease. The film concludes with the message that no member of the family should have to settle for less when quality seafood is readily accessible.
Commenting on the campaign, Varun Khanna, Senior Vice President – Marketing, Licious, said, “Food in a Tamil household is deeply personal. It is an expression of love, care and, very often, quiet sacrifice. In almost every family, there is someone like Saranya or Sruthi, who instinctively serves the best pieces to everyone else before thinking of herself. With Tharam Adhu Nirantharam, we wanted to recognise this familiar gesture while questioning why care should require compromise at all. Saranya and Sruthi bring warmth, authenticity and emotional depth to a relationship that will feel instantly familiar to Tamil families. Chennai’s consumers are highly discerning about their fish and seafood, and this campaign reinforces our commitment to giving them consistent quality, freshness and the freedom to choose the right cut for every dish, without anyone at the table having to settle for less.”
Licious is supporting the campaign with a comprehensive 360-degree media rollout designed to build awareness and drive consumer trials across Chennai. The “Swapping Plates” film is being aired as a television commercial on leading Tamil general entertainment and news channels, while extended and digital versions are being distributed across YouTube, Meta, and OTT platforms.
The campaign is further backed by high-impact outdoor advertising across key arterial roads, IT corridors, and residential neighbourhoods, alongside hyperlocal performance marketing aimed at increasing app downloads and first-time orders. Additional touchpoints include in-store and delivery merchandising, personalised CRM journeys for new customers, and below-the-line activations in residential communities and other high-footfall locations across the city.
By tapping into the emotional significance of food in Tamil culture—where fish is closely associated with family traditions, weekend meals, and shared memories—Licious seeks to deepen its connect with Chennai consumers. Through the association with Saranya Ponvannan and Sruthi Hariharan, the brand reinforces its positioning around quality, convenience, and trust in one of India’s key seafood markets.
Licious said it remains committed to making standardised, high-quality meat and seafood accessible across India through its integrated supply chain, stringent quality controls, and customer-first approach, while bringing greater consistency, convenience, and transparency to a category that has traditionally remained fragmented.
