Licious, the meat and seafood brand, has rolled out a campaign ‘Licious Mangaiye, Sunday Manaiye’ to ensure Sundays are a cause for celebration.
As per the company, the film presents a lunch table scenario from a bright Sunday, with family members relishing a great spread of chicken and mutton delicacies, gleefully asking ‘aap Sunday nahi manate kya?’.
Talking about the campaign, Santosh Hedge, vice president, brand – Licious, 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. 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. This campaign is a reminder to not let Sundays slip by, and the film shows you just how it is done.”
The campaign is conceptualised in partnership with Sideways Consulting and is directed by Amit Sharma.
The film opens on one Sunday, with a relatable scenario of a Mamaji (played by Gajraj Rao) dropping in since he was in the neighbourhood. Delighted at the arrival of the unexpected guest, the family invites him to join them at the lunch table. One look at the table laden with a spread of chicken and meat preparations, Mamaji wonders if this celebration is in his honour. He is quick to ask if it’s a birthday or promotion that’s being celebrated. This fun guessing game continues until the woman reveals that it is in fact a celebration of Sunday.
Moreover, the film will be aired on TV and digital platforms, while the brand will continue to work with Sideways Consulting to extend the campaign platform.