Licious, the renowned meat and seafood brand has launched a heartwarming campaign under the tagline, ‘Licious Mangaiye, Sunday Manaiye’, to make every Sunday special. The campaign aims to encourage families to create memorable moments over a delightful spread of Licious’ meat and seafood products. Directed by Amit Sharma and featuring the talented Gajraj Rao, the first film of the campaign captures the essence of a joyous Sunday lunch, highlighting the importance of cherishing weekly occasions with loved ones.
Licious Campaign Concept
The campaign, crafted in collaboration with Sideways Consulting, revolves around the idea that Sundays need not be reserved for special occasions; they are inherently special on their own. Santosh Hedge, VP Brand at Licious, emphasizes the brand’s commitment to providing great food for all celebrations, including the 52 Sundays available each year. The film showcases a relatable scenario of a family gathering for a Sunday lunch, with unexpected guests adding to the joy.
‘Licious Mangaiye, Sunday Manaiye’ Film’s Narrative
Directed by Amit Sharma and starring Gajraj Rao as Mamaji, the film opens on a typical Sunday, with Mamaji dropping by unexpectedly. The family, thrilled at the surprise visit, invites him to join them at the lunch table. As Mamaji admires the spread of chicken and meat dishes, he assumes it’s a celebration in his honor, guessing occasions like birthdays or promotions. The delightful revelation that it’s simply a celebration of Sunday unfolds, showcasing the film’s central message – Sundays are special on their own.
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Santosh Hegde’s Perspective
Licious VP brand Santosh Hegde said, “Great food with great company is what Licious is all about. And we are humbled to be a part of every special occasion and celebration with our consumers since great food is inherent to every celebration. However, in the wait for these ‘special occasions’ we miss out on the 52 such occasions that are available to us once every week – the coveted Sundays! We all know how important a role ‘Sundays’ play when it comes to culminating the week with a spread of the choicest meat delicacies, devoured with the entire family.
“After all, why wait for a special occasion when a hearty lunch with near and dear ones on a Sunday is as special as it can get. This campaign is a reminder to not let Sundays slip by, and the film shows you just how it is done. So, wait no more, get your folks together and fursat, farmaishein and family ke saath Sunday Manaiye!”
Conclusion
The ‘Licious Mangaiye, Sunday Manaiye’ campaign urges families to come together and celebrate the joy of Sundays with a delicious spread of Licious meat and seafood. The film, featuring Gajraj Rao, beautifully captures the essence of family bonding over delectable dishes. As the campaign unfolds on TV and digital platforms, Licious aims to extend the celebration platform with more initiatives in partnership with Sideways Consulting. Don’t let Sundays slip by – savor the moments, enjoy the feast, and make every Sunday a special celebration with Licious. Visit the Licious App or website for a convenient and delightful experience.
Credits:
Agency Creds: Sideways Consulting
Leadership Team: Abhijit Avasthi, Sonali Sehgal
Creative: Sameer Sojwal, Nilay Moonje, Misht Srivastava, Viraj Nandivadekar, Ajay Narsimhan, Shashank Mestry
Account Management: Vanita D’Mello , Farzaad Dastoor
Strategy: Siddharth Mohanty, Amatulla Mukadam, Manasvini Bhatia
Production House – Chrome Pictures
Director: Amit Sharma
Producer: Abhishek Notani
DoP: Rajesh Nare
Music: Shubhojit Mukherjee
Food stylist: Saba Gaziyani
