Licious relieves fathers of 'meat expert' chores in time for Father's Day

What is the origin of a delicious mutton curry or mutton biryani? It all starts with the freshest meat and the best cuts for the recipe. Something that all fathers have been doing diligently for years, carrying the label of 'Meat Expert' and obtaining the best meat for their family. But, with Licious taking as much care and making it easier to get the proper meat for your favorite mutton dishes, it's time for Dads to hang up their boots and, albeit reluctantly, pass on their badge of honor.

In classic Licious fashion, the brand marks Father's Day this year by apologizing to Dads everywhere, saying, "Sorry to steal your thunder, but happy Father's Day anyway!" The humorous yet touching short is a salute to fathers for their loving ways of ensuring their families have the best, juiciest mutton meal every Sunday. The'retiring' dads take a piece of the mutton biryani and, as they become caught in that moment of utter ecstasy and flavor, we wonder if they secretly agree with the town's newest meat specialists - Licious!

"We are thrilled to present this film, which pokes fun at the original meat experts - Dads!" Their unwavering commitment to providing juicy, high-quality meat for their family is admirable. This kind of passion for finding the best is what Licious strives for, with the added bonus of simple access and convenience of having the meat delivered to your door. In fact, with Licious, everyone in the family can now claim to be a "meat expert," not just the parents. "The days of avoiding traditional meat shops are over; with the Licious App, the meat and cut of your choice are just a click away," says Santosh Hegde, VP-Marketing at Licious.  

The video begins at a retirement party, with the angry 'Meat Pros' cutting cake while expressing their disgust with having to hand in their badges of honor. One of them goes on to describe how his children admired his'special knack' of obtaining daroon (excellent) mutton, which culminated in a magical mangsho (curry). Another tells us that buying meat was more of a family custom, with his grandpa, father, and then him methodically selecting the best cuts of meat. For another, going to the market at 7.30 a.m. and being the first to buy the mutton was nothing short of a ritual. As the three fathers cluster on the sofa, wondering what lies ahead for them, everything appears to fade away as they bite into the exquisite mutton biryani before them. The film ends with a humorous apology from Licious - sorry for stealing your thunder, dads! Check out this entertaining video on the brand's Instagram and YouTube channels, and then head to the Licious App/Website to surprise your father with the greatest mutton; after all, it is Father's Day!