Licious celebrates Mother’s Day with new campaign

It is almost impossible to think of a happy memory without the recollection of a delectable meal – the unforgettable taste, tantalizing aroma and the people who made that celebration special. A hearty, meaty dish is a lot more than just food, it is an excuse to bring people together- to resolve a lingering argument, to meet up with an old friend, or celebrate a moment of success with loved ones!

Licious, India’s largest D2C brand, is celebrating this indelible relationship between meals & memories with their newly launched brand property- Khaane Ke Bahane. As quality & freshness experts, Licious has been committed to serving meaty experiences and meatier conversations. Through Khaane Ke Bahane the brand intends to lend further eloquence to the concept through thematic storytelling.

Says, Santosh Hegde, VP- Brand, Licious, “As far as India is concerned, serving an indulgent meal is a show of affection and holds a place of significance in all our relationships. Our deep expertise & nuanced consumer insight puts us at a vantage point from where we can have a unique view of the role that food plays when it comes to interpersonal relationships. And that’s how Khaane Ke Bahane is born! It’s an attempt to put to life everyday stories that emanates from the kitchen and occupy a place in our hearts.

Our Mother’s Day campaign is the first in this series. The film captures the warmth of a mother-daughter relationship that transcends geographies and timelines. It is creative rendition of a familiar story that is sure to resonate with everyone.”

Conceptualized and created by Tilt Brand Solutions, the Mother’s Day campaign film hinges on the ease & comfortable vulnerability of the mother-daughter relationship. Created for the digital media, it is 1 min 41 secs of friendly banter between a mother and daughter done in the guise of sharing a signature chicken curry recipe. As the daughter unleashes her culinary creativity with a little guidance from her mother, she also lets the mother in on some of her secrets!

Speaking about the campaign, Ishita Misra, Director - Creative, Tilt Brand Solutions, said, "Dining table conversations are usually where family members catch up with each other. But when you are staying away from your parents, this doesn’t happen. Our Associate Creative Jonaki Guha dipped into this insight to explore the nuances of long-distance exchange between mother and daughter, over a "mom-style" recipe. We chose Geetanjali Kulkari and Manasi Rachh to play the characters for the charm and realness they bring to the table."

The campaign goes LIVE on 4^th May 2022 and will be amplified through social media and other Licious digital assets.

Since its inception in 2015, Licious has adopted 100% traceable and sustainable sourcing practices, creating quality benchmarks for the industry. The Bangalore-based brand is also the largest D2C brand from India to be certified with FSSC22000, one of the highest food safety certifications in the world. Rooted in a sustainability mission, Licious is also the first company in the segment to take a pledge towards achieving complete ESG compliance. Present across 25 Indian cities, Licious reaches out to a large number of India household delivering over 2 Mn orders every month.