Biryani is not just a dish that we taste and enjoy. But it is an emotion for many Indians. Biryani is an expression of love and helps create bonding amongst our friends and families. We know that the best biryani is the homemade one.
Licious, India’s much loved fresh meats and seafood brand and the country’s first D2C unicorn, is foraying into the full-meal category. The company announced the expansion of its ready-to-cook range with its biryani mix pack that comes with pre-cooked, marinated chicken and biryani seasoning, which allows consumers to cook the dish in just a few simple steps and the brand has made the biryani mixture meatier with its fresh and premium cuts.
Speaking about the launch, Nichelle Kamat, VP- Category of Licious, said that, as a brand, they have proactively worked towards adding convenience into their customer’s life. Over the past few years, they have launched many ready-to-cook & eat products in mutton, chicken, fish, and prawn categories. With this biryani mix, they have taken our first step toward the wholesome meal category and he also said that they look forward to innovating more such products.
The campaign revealing the launch takes a cheeky dig at the painstaking cooking process of biryani that ends with an unsatisfactory outcome. As a part of the campaign, Licious has launched a digital advertising campaign on its social media platforms. The first film captures a lover’s romantic gesture of cooking biryani for his partner going wrong, and the second ad film depicts the banter, shared among friends in quest of the meaty pieces in a biryani. Created by Licious’ in-house innovative team, the ads ride on the sentiments associated with the beloved dainty of biryani. It presents Licious’ biryani as the ideal solution for tasty biryani at home.
Embedded in a sustainability mission, Licious is also the first company in the segment that is committed to achieving complete ESG compliance.
Beginning at Rs 399, Licious Biryani mix is available in all sizes. At present, it can be ordered from the Licious website in places like Mumbai, Bengaluru, Chennai, Delhi, and Kolkata.
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