Licious launches quirky #NoFreeKaMaal digital campaign

Featuring actor Namit Das, the films effectively blend humor with everyday life situations to make a strong point about these issues

e4m by exchange4media Staff
Updated: Jun 15, 2019 4:00 PM
Licious No Free Ka Maal

Building on the brand’s mission of helping their customers eat world class fresh meats and seafood, Licious, is launching their new brand campaign called #NoFreeKaMaal. Keeping up with their category-first promise, Licious is the first and the only brand in this category to explore visual storytelling to talk about the prevailing customer pain points of quality, hygiene, freshness, and convenience when it comes to purchasing meat and seafood, that the brand has successfully solved since inception.

Targeted specifically at Mumbai and Pune markets, where the brand started operation about 3 months ago, the three-film series talks about the three ‘freebies’ that we often tend to pick up from local meat and fish markets- unwanted odour, vermin and the nuisance caused by strays. Featuring actor Namit Das, the films effectively blend humor with everyday life situations to make a strong point about these issues.

Commenting on the strategic thought behind the campaign, Vanda Ferrao, Head-Marketing, Licious, says “If you have ever made a trip to an Indian meat and fish market, you would be familiar with the squalor and chaos that they have to offer. What’s interesting to note is that the customer takes back a bit of that squalor with him along with his purchase, sometimes unknowingly! Along with the meat or fish, the butcher/fisherman also packs a few freebies- a bit of stench and buzzing flies that often has the stray dog at the market following you all the way home! Getting your hands on some good quality meat should not be this difficult. Our #NoFreeKaMaal campaign is a quirky take on this everyday issue. The underlined message upholds the brand’s core functional benefit, which is our offering of an unmatched range of meat and meat products, delivered at your doorstep sans all the free ka maal!

The campaign draws inspiration from Licious’ in-depth customer research and is conceptualized in-house by the brand team. The first of this three-film advertisement series goes on air on 18th June 2019. All the films will be hosted at and promoted through the brand’s social media channels.

The Creative Director for the campaign is Viduthalai Raj Marudachalam. The Production House for the same was Be Water Films. 


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