: A vernacular approach works better than dubbing a Hindi campaign in other languages: Simeran Bhasin, Licious #IndiaNEWS #Interviews With a core of digital channels, expansion to newer regions through

Posted in: #IndiaNEWS #Interviews #FasterChef

A vernacular approach works better than dubbing a Hindi campaign in other languages: Simeran Bhasin, Licious #IndiaNEWS #Interviews
With a core of digital channels, expansion to newer regions through vernacular, and an extensive delivery network, Simeran Bhasin, Licious shares their communication & business plans.

With the pandemic, as the demand for ready-to-cook meals increased and customers became more quality focussed, D2C meat brand Licious found its center. Simeran Bhasin, VP -Brands & New Ventures, Licious shares how the D2C brand intends to bring fresh meat to the homes of the consumers who unapologetically love meat. With a core of digital channels, expansion to newer regions through vernacular, and an extensive delivery network, the brand shares its communication & business plans.

Edited Excerpts

Please take us through the #FasterChef campaign – how did it pan out? What kind of a role does the campaign play in helping the brand achieve its business objective?

The #FasterChef campaign is our first focused campaign in the ready-to-cook category. With time, we realized that the market gap is around not just ready-to-cook meals but also a quality gap. Licious aims to cater to consumer demographics who love meat, are not willing to compromise on taste, and are also focused on convenience. This is where the #FasterChef campaign comes into play.

The core proposition is more for the younger audience who are hard-pressed for time. The campaigns center of gravity revolves around the 25-35 years of age-group of the target audience

What was the idea behind roping in Kunaal Roy Kapur? Please share any interesting anecdotes or behind-the-scenes of the campaign.

With all our celebrity associations, love for meat has been one of the major qualities that we have looked into while focusing on the fun take for life. We consider ourselves a light-hearted brand and Kunaal Roy Kapur brought these qualities to life in our latest campaign initiative, being in synergy with these brand characteristics.

For our latest ad campaign, I was present on the sets for the film shoot. The chatter of the group of friends was effortless, incessant, impromptu, and natural, much like the popular sitcom F. R. I. E. N. D. S. and all of us seemed to have enjoyed a hearty meal, much to the delight of the brand.

We also observed Anil Kapoor and Arjun Kapoor in the last brand film. Does the brand plan to continue leveraging celebrities, how and why?

We always look out for celebrities that can bring the brand persona alive. This is primarily because we aim to carve an authentic relationship with the meat that we deliver. Thus, as we move ahead, celebrities and influencers will continue to be an essential part of our brand communication approach.