New campaign from Licious ups the drool & want ante

The brand highlights juicy, delicious, must-be-licious chicken in all its splendor with its most recent commercial. The campaign's opening video shows a chicken lover savoring what appears to be the juiciest piece of chicken as passersby ogle. The mouthwatering movie closes with the line "Juicy, Delicious... Must be Licious!"



Licious' Santosh Hegde, VP-Marketing, provides more information about the initiative. Since its debut, Licious has been redefining the standards for the category and establishing new standards for quality and freshness. We know from extensive consumer immersions that the taste of the chicken in the dish is the true test for our customers. And that's what sets Licious Chicken apart from other chicken - it's juicier and takes your meals to the next level.

To do this, we take numerous steps in the background, from carefully growing the birds to establishing a flawless cold-chain system that maintains moisture up until the point of frying. With this campaign, we hope to introduce our customers to the world of delicious chicken prepared the Licious way. The movie will definitely awaken your senses and make you crave a juicy, succulent piece of chicken, luring you in for a delightful culinary experience.

"This was a crucial brief for us," continues Adarsh Atal, Executive Director - Creative at Tilt Brand Solutions. The promise of the highest-quality, freshest chicken has served as the foundation of the Licious brand. This time, it was our job to prove that Licious chicken is the tastiest available since it is the juiciest. The inventive step we made was to demonstrate that when the chicken is this juicy and delicious, it's not just fun to eat it—it's also fun to watch someone else eat it.

In the most mouthwatering way imaginable, the idea of juicy, delicious chicken is depicted in the movie. The opening scene of the movie, which is set in an office cafeteria, shows a woman opening her lunchbox and eagerly eyeing her meal. The others around her, including her coworkers, watch in expectation. She picks up a drumstick of chicken and chews it, closing her eyes and losing herself in the moment.

The entire restaurant imitates her movements in what seems to be a hypnotic condition at the sight of the succulent chicken. Everyone in the cafeteria experiences a moment of gourmet nirvana as this symphony of wonderful taste and eating succulent, soft chicken continues, complete with finger licking and juice dripping along the hand. Eventually, it is revealed that the chicken is juicy and tasty because it was prepared using Licious, of course! A funny jingle near the end reminds the audience that it's Juicy Juicy Licious, leaving them wanting more.