Licious, a renowned brand for premium meats and seafood, marked a noteworthy achievement by clinching the prestigious title of ‘India’s Juiciest Chicken’ from the National Meat Research Institute. This recognition was highlighted in their latest ad film campaign, ‘Safa Chatt,’ which features Bollywood actors Gajraj Rao and Sheeba Chaddha. Conceptualized by Sideways, the campaign underscores the brand’s commitment to providing unparalleled culinary experiences, emphasizing the sheer joy and satisfaction derived from their offerings.
The campaign video kicks off with a familiar scene: a couple enjoying a meal, with the husband expressing his joy about Licious’s recent recognition. This initial setup effectively lays the groundwork for the story, highlighting Licious’s reputation for delivering the most succulent chicken, even before receiving official certification. The creative approach behind ‘Safa Chatt’ aimed not only to announce the award but also to foster a sense of pride among existing Licious customers and entice new ones to try the brand’s products. The video wraps up with a playful touch, as a voiceover reaffirms what many Licious patrons have long known: that Licious offers the juiciest chicken in India.
At the heart of this campaign is the hard work and dedication of the Licious team. Santosh Hegde, vice president for the brand, shared the significance of this recognition, stating, “Being recognized by ICAR-National Meat Research Institute is a huge honour 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 serves not only as an accolade but also as a validation of the brand’s fundamental principles and the result of years of commitment to refining their product. Led by Abhijit Avasthi of Sideways, the creative team behind the campaign sought to underscore the notion that Licious’s juiciness had long been recognized as a well-known fact, now officially affirmed.
The ‘Safa Chatt’ campaign goes beyond merely celebrating an award; it weaves a story that strikes a chord with the brand’s devoted clientele while enticing newcomers to savor the richness and tenderness of Licious’s products. The acknowledgment from the National Meat Research Institute not only solidifies Licious’s standing in the market but also establishes a fresh standard for quality and contentment in the industry. As the campaign gains momentum, it reiterates Licious’s dedication to delivering unmatched culinary delights, guaranteeing that every dining experience embodies the essence of ‘Safa Chatt’.
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