Licious Reinstates Its Commitment to Regional Consumers with The Durga Pujo Campaign

  • Teams up with actor Parambrata Chattopadhyay for the 2nd year in a row.

Kolkata, 30th September 2022: Licious, India’s most loved meats & seafood brand, is back with the 2nd edition of their Durga Pujo campaign. Popular actor, Parambrata Chattopadhyay, who was the face of the campaign last year too, makes a comeback with his eloquent storytelling in a series of digital films. 

There are few other things that bring the Bengali community closer together than Durga Pujo. It is a celebration of all things decadent with gastronomic delights being at the heart of the indulgent celebration. The campaign brings this sentiment alive by tapping into the rather interesting insight of how the celebration of Pujo revolves around a plethora of choices around dressing up, going out and meeting people. However, when it comes to food the choice is simple- it must be the best, tastiest & the most unforgettable meal experience. And that’s where Licious steps in with its range of delicacies tailor made for the Bengali palette. 

The campaign sees its manifestation not only through the film but also a Kolkata Specials product range, limited edition packaging, kiosks at popular pandals in Kolkata – all evoking that indelible emotion of Aaj hok kobji dubiye khawa.”

Says, Santosh Hegde, VP- Brand, Licious, “Bengalis form one of our largest consumer bases across the country. A curated Pujo offering is but an obvious move for the business. However, the true inspiration of this campaign lies far beyond just the numbers. Licious is a brand made by meat lovers, for meat lovers. We are in the business of cooking up the meatiest meals & the heartiest memories & we find our strongest motivation amongst consumers who resonate with the same love for meat. Our Bengali meats & fish cuts and the RTC dishes have been hugely popular amongst Bengalis & non- Bengalis alike. And what better time to refresh that love than now. 

With this campaign we have truly tried to re-create the multifaceted aspect of festivals- Kolkata special dishes, an extremely detailed packaging and nostalgic storytelling- it has all. And with Parambrata’s charm at the helm, we are hoping this year’s Pujo offering will pass the customers’ taste test.“

The brand also launched digital films across all brand platforms. Priced at INR 269 onwards, Licious Kolkata Specials will also be available across all key markets. Customers can choose from the lip-smacking delicacies of Prawn Cutlet, Mach Bhaja or Fish Fry, Mutton Kosha, Chicken A La Kiev, Crispy Chicken Cutlet and Kolkata Chicken Biryani. One can also hop into the Licious kiosks at Suruchi Sangha, Badamtala Ashar Sangha, Shibmandir, Deshapriya Park, Ballygunj Cultural, Singhi Park to indulge in some quick ‘pet-pujo’ & relish some classic Licious RTC delicacies. 

Please find the link of the films here- 

About Licious:

Founded by Abhay Hanjura and Vivek Gupta, Licious is India’s largest D2C Unicorn, focused at delighting the world with an unmatched range of meat & meat products. Present in raw & fresh meat and seafood, marinades, and ready-to-eat categories, Licious is set to disrupt every food category that needs a meaty intervention! The company is built with a vision to emerge as India’s most loved meat food brand by offering premium quality products.

In a highly underserved market, which is estimated at $40 billion today, Licious as a category-first brand backed by technology, has been able to solve the prevailing customer pain points of quality, hygiene, freshness, and convenience in a sustainable manner. Built on the farm to fork business model, Licious owns the entire back-end supply chain powered by stringent cold chain control to maintain the quality and freshness of each product from the time of procurement, processing, storage to the time it reaches the end consumer.

In just 6 years Licious has witnessed a 300% growth and has served over three million packs of world class meat products to consumers across 28 Indian cities viz, Bangalore, Hyderabad, NCR, Chandigarh, Mumbai, Pune Chennai, Coimbatore, Jaipur, Kochi, Vizag, Vijayawada, Kolkata to name a few. Licious serves over 2mn+ orders every-month with over 85% repeat consumption across markets.

Licious is currently a 6000+ members strong team with employees, across different disciplines and functions.

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