Ad Campaigns
TenderCuts promises ‘freshest meats’ in new marketing campaign
Mumbai: TenderCuts, the meat and seafood omnichannel company has launched its new ‘Good meat. Genuine meat. Always.’ proposition in a multi-film campaign conceived by Lowe Lintas Bangalore. The key objective of the campaign is to increase brand awareness and consideration to drive trials by consumers.
Consumers today are increasingly wary of the quality of products available in the market – especially meats and seafood. Most people still prefer to physically purchase the products to ensure that they are not compromising on the quality. Lowe Lintas has used this insight to showcase the various elements of TenderCuts communicating that the brand offerings are best in quality, said the statement.
TenderCuts integrated creative will be live across TV, digital, print, and OOH in multiple markets, especially in Chennai, Hyderabad, and Bangalore where the brand has a strong foothold currently, it added.
The campaign consists of three films highlighting different messages by the brand – the first one showcases the best quality meat products at the most honest prices, the second one features the ready-to-cook range by TenderCuts which consists of the freshest meat that is freshly marinated, and the third film focuses on the fact that all products are freshly cut only after an order is placed. The ads feature well-known South actor Prakash Raj.
“Prakash Raj is truly a fabulous actor and brings the campaign alive with his engaging humour and seasoned acting skills. Through our omnichannel presence we endeavour to offer the best quality, genuine meat always,” said TenderCuts founder and CEO Nishanth Chandran. “Our customers can now see our proposition of freshly cut after you order come alive through our efficient Tech based QR code, by which customers can know when, where and by whom the meat was cut.”
“We are really excited about the campaign & through this we want our customers to become aware of the Tender promise,” stated TenderCuts CMO Aruna Jathar. “At TenderCuts we believe in doing things that are right for the customer and that is table stakes. We highlight this undeniable fact through our new & remarkable campaign which is spun around the promise of Good Meat, Genuine Meat, Always!”
“TenderCuts is all about honesty. Be it their prices, their quality or even their practices,” remarked Lowe Lintas executive director and branch head Sonali Khanna. “Most of the time this is experienced first-hand by those who visit their stores. We wanted to achieve the same emotion. By roping in a celebrity like Prakash Raj, we felt it would be nice to let him experience this honesty first-hand. Hence the idea of a shoot within a shoot.”
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.
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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.
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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.
