Licious ropes in Anil Kapoor and Arjun Kapoor to portray the “nakhras” of meat lovers

Focusing on packaging, sourcing, and cuts; it’s the biggest mass media campaign from the meat and seafood company.

“There are meat eaters & then there are meat lovers. For meat lovers, great quality meat & seafood is lot more than just food; it is a thing of joy…” says Meghna Apparao, Chief Business Officer, Licious, one of India’s leading meat and seafood companies.

She makes this point about meat lovers for whom, as per Licious, their “passion for great meat & seafood fuels their determination to source the choicest cuts and cook those delicious dishes from which they derive all the pleasure.”

The brand terms this passion as the “nakhras” of meat lovers and, in this case, actors Anil Kapoor and Arjun Kapoor. In two ads made by Tilt Brand Solutions, we see the duo express their love for meat and seafood and the deep standards of excellence they expect whilst preparation.

“Meat lovers go to great lengths to ensure the meat they buy is perfect in every sense - fresh, hygienic, safe & free of antibiotics. That’s where Licious comes in! Over the last 5 years we have been working towards a deeper understanding of meat-lovers' nakhras and combining them with our own, in a continuous process of product development,” remarks Apparao.

She goes on to add, “The role Licious plays is more pertinent now than ever. We have been working very hard since last year to serve our consumers the best of meat & seafood while keeping them safe & homebound. A good meal is a great comfort- especially in times like these. The Licious promise is to ensure that we keep inspiring your inner cook & be an innate part of your culinary journey.”