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
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
