Licious focuses on budding cooks in new ad campaign

'Ghar Baithe Baat Badal Do' Campaign captures the endearing spirit of families coming together for a meal

e4m by exchange4media Staff
Updated: Apr 20, 2020 1:53 PM

Aparna, a mother of two, never imagined that her kids will be ‘too tired’ of watching television or her husband will take an active interest in menu planning. But we are living in strange times and the world around us has changed rapidly. While the Lockdown has us all trapped, it has also managed to bring us back home and closer to our families all bonded together with the superglue called ‘great food!’.

 Licious, India’s leading meat, meat-products, and seafood brand, captures the beauty of this rare phenomenon of ‘slowing down’ in their most recent campaign, “Ghar Baithe Baat Badal Do”. The film captures the budding cooks, the little helping hands at kitchen, the food Instagram-ers, the not-so-expert roti makers and many others who create endearing and unforgettable food-moments.

 Says, Meghna Apparao, Chief Business Officer, Licious, “At Licious we provide our customers with a lot more than just great quality meat! We are the architects of many unforgettable meals and memories that lasts a lifetime. Our lives are undergoing a transformation & the only constant in this ‘new normal’ is a homecooked, comforting meal that brings families together. This film is an attempt at capturing all those endearing moments keeping up our spirits in the safety of our homes– the adorable kitchen bloopers, the joy of crafting a new recipe, the excitement of a cooking class over a video call and much more! But most of all, this film is a portrayal of the changing times and the transformation that is quietly seeping into our lives.”

 Earlier this year, Licious launched their “Baat Badal De” campaign that showcased the brand as an idea, a movement – a way of life. Ek aisi soch hain jo Baat Badal De! The current campaign is taking the same thought forward guided by the brand’s belief that there is more to meat. The campaign sees manifestation through digital films and social media. Targeted at a national audience the campaign goes LIVE on 18th April 2020.

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