Ad Campaigns
How does the best day of the week get better?
Mumbai : Cannot possibly keep calm because that one day of the week that we all eagerly look forward to just got more exciting! Licious, the meat & seafood brand, now ensures your Sundays are a cause for celebration.
Recognising that this is the one day when fursat, farmaishein and family come together, the brand beckons ‘Licious Mangaiye, Sunday Manaiye’.
Order your favourites from the Licious app or website and make it a day to remember, because nothing renders a Sunday more special than a meal of meaty delights with family and loved ones. This invitation to make it a memorable Sunday was strategised and conceptualised in partnership with Sideways Consulting, a creative problem-solving outfit.
This is the first film of the campaign and is directed by acclaimed director Amit Sharma (of Badhaai Ho fame), starring the versatile Gajraj Rao. The film presents a lunch table scenario from a bright Sunday, with family members relishing a great spread of chicken and mutton delicacies, gleefully asking – aap Sunday nahi manate kya?
Telling us more about earmarking your Sundays with Licious, brand Licious, vice president Santosh Hedge said, “Great food with great company is what Licious is all about. And we are humbled to be a part of every special occasion & celebration with our consumers since great food is inherent to every celebration. However, in the wait for these ‘special occasions’ we miss out on the 52 such occasions that are available to us once every week – the coveted Sundays! We all know how important a role ‘Sundays’ play is when it comes to culminating the week with a spread of the choicest meat delicacies, devoured with the entire family. After all, why wait for a special occasion when a hearty lunch with near and dear ones on a Sunday is as special as it can get. This campaign is a reminder to not let Sundays slip by, and the film shows you just how it is done. So, wait no more, get your folks together and fursat, farmaishein and family ke saath Sunday Manaiye!”
Sundays – the days when time seems to deliberately slow down, and when the aroma of your special chicken curry or mutton biryani travels through the house, inducing craving & drool. The film opens on one such Sunday, with a relatable scenario of a Mamaji (played by Gajraj Rao) dropping in since he was in the neighbourhood.
Delighted at the arrival of the unexpected guest, the family invites him to join them at the lunch table. One look at the table laden with an extensive spread of chicken and meat preparations, Mamaji wonders if this delectable celebration is in his honour. He is quick to ask if it’s a birthday or promotion that’s being celebrated. This fun guessing game continues until the woman reveals that it is in fact a celebration of Sunday.
A visibly awkward Mamaji is quick to mask his surprise, and even quicker to join in the celebration as he quips – chalo Sunday manate hai! The film ends on a reminder that there is just that one day in the week when fursat, farmaishein and family come together, and it calls for a special celebration with Licious. And the Licious App or website is all you need. The film will be aired on TV and digital platforms, while the brand would continue to work with Sideways Consulting to extend the campaign platform into more exciting initiatives. So, make the best day of the week even better – milke Sunday Manaiye!
Agency Creds:
Sideways Consulting
leadership team: Abhijit Avasthi, Sonali Sehgal
creative: Sameer Sojwal, Nilay Moonje, Misht Srivastava, Viraj Nandivadekar, Ajay Narsimhan, Shashank Mestry
account management: Vanita D’Mello , Farzaad Dastoor
strategy: Siddharth Mohanty, Amatulla Mukadam, Manasvini Bhatia
Watch the film here:
production house – Chrome Pictures
director: Amit Sharma
producer: Abhishek Notani
DoP: Rajesh Nare
music: Shubhojit Mukherjee
food stylist: Saba Gaziyani
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
