Licious Launches Chennai Campaign Featuring Saranya Ponvannan

Licious has launched its Chennai-focused ‘Tharam Adhu Nirantharam’ campaign featuring Saranya Ponvannan and Sruthi Hariharan.

Jul 31, 2026 - 10:49

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Licious Launches Chennai Campaign Featuring Saranya Ponvannan

Meat & seafood brand Licious has launched a Chennai-centric campaign featuring actors Saranya Ponvannan and Sruthi Hariharan, stressing on the need for Tamil households to have consistent quality of seafood.

'Tharam Adhu Nirantharam' (Quality that is always consistent) campaign is inspired by a ritual that is common in many Tamil homes: the person cooking compromises on the quality or cut of fish available, but ensures the family gets the best portions.

The campaign film revolves around a homemaker who discovers the Licious app after her mother-in-law introduces her to the service, reaffirming the brand promise of consistent quality, freshness and the freedom to choose the right cut for every dish.

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Check out the campaign here:

Quality Promise:

Varun Khanna, Senior Vice President – Marketing, Licious, talking about the campaign said, “Food is very emotional in Tamil households.

"Food in a Tamil household is deeply personal. It is an expression of love, care and, very often, quiet sacrifice. In almost every family, there is someone like Saranya or Sruthi, who instinctively serves the best pieces to everyone else before thinking of herself," he said.

Khanna said the campaign celebrates this familiar act of care while questioning the idea that it has to come at the cost of compromise. “With Tharam Adhu Nirantharam, we wanted to acknowledge this familiar gesture while questioning why care should require compromise at all. “Both Saranya and Sruthi bring warmth, authenticity and emotional depth to a relationship that will feel instantly familiar to Tamil families,” he said.

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He observed that Chennai consumers are very particular about fish and seafood and the campaign further reinforces Licious’ commitment to consistent quality, freshness and the flexibility to choose preferred cuts without anyone at the dining table having to compromise.

As the brand strengthens its connect with consumers in one of its key markets, Licious will be rolling out the campaign across television, digital platforms, out-of-home advertising, retail touchpoints and on-ground activations across Chennai.