Licious launches Chennai campaign to spotlight fresh fish and quality

MUMBAI: In a fishy situation, the smallest piece should not always land on the cook’s plate. Licious is turning a familiar Tamil household dilemma into the centrepiece of its latest Chennai campaign, using family banter and food to make a case for choosing the fish and the cut you actually want.

Licious has launched ‘Tharam Adhu Nirantharam’, a Chennai-focused advertising campaign featuring actors Saranya Ponvannan and Sruthi Hariharan, built around the everyday challenges families can face when buying fresh fish from local markets.

The campaign film follows Ramya, played by Sruthi Hariharan, as she struggles to prepare a meal after being unable to find fresh fish at the local market. The situation takes a familiar turn when the best pieces end up being served to other family members, leaving Ramya with the smallest cuts.

Her mother-in-law, portrayed by Saranya Ponvannan, then introduces her to ordering fresh, cleaned and cut fish through the Licious app, shifting the story from compromise to convenience.

The film closes with the message that no member of a family should have to settle for less when fresh fish is available, tapping into the familiar dynamic of people who cook putting everyone else’s preferences before their own.

For Licious, the campaign is also an attempt to localise its communication around Chennai’s strong seafood culture rather than relying on a broader national narrative. The brand is positioning consistency in freshness, quality and choice of cut as key parts of the proposition.

The campaign will run across television, YouTube, Meta and OTT platforms, alongside outdoor advertising, hyperlocal marketing, in-store and delivery touchpoints, customer engagement initiatives and on-ground activations across Chennai.

The creative approach puts the household relationship ahead of a conventional product demonstration, using the familiar language of food, family and quiet compromise to introduce the convenience of ordering cleaned and cut fish online. For a city where seafood is often central to the dining table, Licious is betting that a more local story could make its digital proposition hit closer to home.