The Silicon Review ^Asia

Licious, a Bengaluru-based online meat selling platform has started a new digital campaign called #NoFreeKaMaal. The startup promises to deliver world-class fresh meats and seafood free from antibiotics and preservatives. Building on the brand’s mission, the campaign featuring actor Namit Das makes a strong point about the issue of quality and hygiene.

Licious is one and the only brand to explore visual storytelling to address the pain points of hygiene,quality, freshness, and convenience when it comes to buying meat and seafood. Since its inception, the company has worked to address these issues successfully and create awareness about healthy meat experience amongst its customers.

The three-film series targets mainly Mumbai and Pune, where the brand started its service a few months ago. It talks about the three most annoying things we face when we buy meat and fish from local markets: vermin, odour, and the nuisance caused by strays. The ad is humorous and uses everyday life situations to throw light on these issues.

“If you have ever visited an Indian meat and seafood market, you would be familiar with the squalor, chaos, and mess that they have to offer. Along with the meat or fish, the butcher/fisherman also packs a few freebies- a bit of stench and buzzing flies. Getting hands on some good quality meat shouldn’t be this difficult,” says Vanda Ferrao, Head-Marketing, Licious.

#NoFreeKaMaal is a hilarious and relatable campaign on this everyday issue. In the nutshell, the ad conveys the brand’s core functional benefit, which is its offering of high-quality meat and seafood at customers’ doorstep without dealing with any such hassles. The first of the three-film ad will be aired today.