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UnCrave ropes in Vir Das for its ‘No More Missing Meat’ campaign
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Thursday, 09 February, 2023, 12 : 00 PM [IST]
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Our Bureau, Bengaluru
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UnCrave, the plant-based meat brand by Licious, unveiled popular comic, actor, and musician Vir Das as its brand ambassador. The Bengaluru-based company entered the plant-based meat category with a vision to create an indistinguishable plant-based equivalent to every meat dish in the world. The company wants its consumers to never have to crave meat.
The campaign consists of a series of films and the first film ‘Without Meat’ has been launched. In his signature style, Das describes a life without meat. The campaign also marks the launch of the third product by the brand - the UnCrave Mutt n Galouti Kebab - strengthening the present seekh kebab range that includes Chick n and Mutt n seekh kebabs.
Simeran Bhasin, business head, UnCrave, said, “UnCrave’s brand persona has been crafted as a light-hearted brand with a childlike imagination and highly animated expressiveness - much like Vir! We’re excited about working with Vir and believe his brand of humour brings alive the brand message in a simple, relevant, and engaging manner. The task of category creation is a long-drawn-out affair, and we intend to have fun while we’re at it.”
Das said, “I am a hardcore meat-lover and the very idea of no meat on some days is not an idea in my head. So, the association between UnCrave and me is like me and funny - it’s simply meant to be.”
Ameya Kovale, executive director - creative, Tilt Brand Solutions, said, "This was a very exciting brief for us since this is a totally new category, not only for Licious but the country. We arrived at the simple behavioural insight - we crave for what can’t have. With this in mind, we landed the idea of "No More Missing Meat" targeted at meat-lovers for all the times they need to ‘UnCrave’; and who better to express this emotion of craving & uncraving than Vir Das, in his quirky manner.”
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