Tuesday, November 19, 2019


Licious’ NoFreeKaMaal campaign helps customers opt for meat experience
Tuesday, 18 June, 2019, 14 : 00 PM [IST]
Our Bureau, Bengaluru
The Bengaluru-based Licious’ new brand campaign, NoFreeKaMaal, is building on the brand’s mission of helping their customers opt for world-class fresh meats and seafood.

The brand said that it was the first and only brand in this category to explore the visual storytelling route to talk about the prevailing customer pain points of quality, hygiene, freshness and convenience when it comes to purchasing meat and seafood.

Targeted specifically at the Mumbai and Pune markets, where the brand commenced operation about three months ago, the three-film series highlights three freebies that we often tend to pick up from the local meat and fish markets - unwanted odour, vermin and the nuisance caused by strays. Featuring actor Namit Das, the films effectively blends humour with everyday situations to make a strong point about these issues.

Commenting on the strategic thought behind the campaign, Vanda Ferrao, head, marketing, Licious, said, “If you have ever made a trip to an Indian meat and fish market, you would be familiar with the squalor and chaos that is has to offer.”

“What is interesting to note is that the customer takes back a bit of that squalor with him along with his purchase, sometimes unknowingly! Along with the meat or fish, the butcher/fisherman also packs a few freebies: a bit of stench and buzzing flies that often has the stray dog at the market following you all the way home,” she added.

“Getting your hands on some good-quality meat should not be this difficult. Our #NoFreeKaMaal campaign is a quirky take on this everyday issue. The underlying message upholds the brand’s core functional benefit, which is our offering of an unmatched range of meat and meat products, delivered at your doorstep sans all the free ka maal,” Ferrao said.

The campaign draws inspiration from Licious’ in-depth customer research and has been conceptualised in-house by the brand team. The first of this three-film advertisement series goes on air on June 18, 2019. All the films will be hosted at and promoted through the brand’s social media channels.
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