Ad Campaigns
Licious launches their quirky new digital campaign #NoFreeKaMaal
MUMBAI: Building on the brand’s mission of helping their customers eat world class fresh meats and seafood, Licious, is launching their new brand campaign called #NoFreeKaMaal. Keeping up with their category-first promise, Licious is the first and the only brand in this category to explore visual storytelling to talk about the prevailing customer pain points of quality, hygiene, freshness and convenience when it comes to purchasing meat and seafood, that the brand has successfully solved since inception.
Targeted specifically at Mumbai and Pune markets, where the brand started operation about 3 months ago, the three-film series talks about the three ‘freebies’ that we often tend to pick up from local meat and fish markets- unwanted odour, vermin and the nuisance caused by strays. Featuring actor Namit Das, the films effectively blends humor with everyday life situations to make a strong point about these issues.
Commenting on the strategic thought behind the campaign, Vanda Ferrao, Head-Marketing, Licious, says “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’s 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! 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 underlined 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!”
The campaign draws inspiration from Licious’ in-depth customer research and is conceptualized in-house by the brand team. The first of this three-film advertisement series goes on air on 18th June 2019. All the films will be hosted at and promoted through the brand’s social media channels.
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.
