Licious to the OG Meat Experts: Sorry to steal your thunder, Dads!

What’s the genesis of a great-tasting mutton curry or mutton biryani? It all starts with the freshest of meat and the choicest of cuts that suit the recipe. Something that all fathers have been doing diligently all these years, wearing the badge of being a ‘Meat Expert’ & getting the best meat for their families. But now, with Licious putting in as much care and making it easier to get the right meat for your fav mutton dishes, it is time that Dads hang up their boots and pass on their badge of honour, even if begrudgingly. In true Licious style, the brand celebrates Father’s Day this year by apologizing to Dads everywhere, saying - sorry to steal your thunder, happy Father’s Day anyway! The quirky yet warm film is an ode to fathers for their kind caring ways in ensuring their families enjoy the tastiest, juiciest mutton dish every Sunday. Wondering what they would do now, the ‘retiring’ dads take a bite of the mutton biryani and, as they get lost in that moment of sheer bliss & taste, we wonder if they secretly agree with the newest meat experts in town - Licious!

"We are delighted to present this film that takes a light-hearted jibe at the OG meat experts - Dads! Their unwavering dedication to ensuring juicy and best-quality meat for their families is commendable. This kind of passion in seeking out the very best is what Licious strives to achieve, along with the added benefit of easy access and convenience of getting the meat delivered to your doorstep. In fact, with Licious it's not just the dads, but anyone from the family who can now don the hat of being the ‘meat expert’. Gone are the days when visits to the traditional meat shops were avoided; with the Licious App, the meat & cut of your choice is just a click away", says Santosh Hegde, VP-Marketing at Licious.

The film opens at a retirement party, with the disgruntled ‘Meat Pros’ cutting cake yet expressing their displeasure at turning in their badges of honour. One of them goes on to narrate how his kids appreciated his ‘special skill’ of getting daroon (awesome) mutton, which resulted in a magical mangsho (curry). Another tells us how meat buying wasn’t just another task, but more of a family tradition where his grandfather, father and then he would painstakingly pick and choose the best pieces of meat. For yet another it was nothing short of a ritual, heading to the market at 7.30 am and being the first one to buy the mutton. As the three dads huddle on the sofa, wondering what lies ahead for them, all seems to be forgotten as soon as they take a bite of the delectable mutton biryani before them. That’s when the film concludes with a cheeky apology from Licious - sorry to steal your thunder dads! Catch this fun film on the brand’s Insta handle and YouTube Channel; and head to the Licious App/Website to surprise your dad with the best mutton; after all, it is happy father’s day!