This brand's ad seems inspired by the iconic Fevicol Egg commercial

Meat and seafood delivery platform Licious' ad films are based on a non-vegetarian's pain points. The brand's digital ad films feature actor Namit Das and take on one issue at a time. The ads deal with issues like fish/meat-market hygiene, meat to wastage ratio, and low quality of processed meats, among others.

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The campaigns have been conceptualised in-house and are being promoted through the brand's social media channels. One of the brand's ads reminds us of the iconic Fevicol Chicken-and-Egg ad that was crafted by Ogilvy.

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The latest ad goes with #NoFreeKaMaal that picks on the unwanted 'companions' of items bought off the market - foul smell, flies and other unhygienic factors.

Industry folk we interviewed for an online meat/fish category-related article, carried in April, told us that converting the unorganised non-veg market into an organised one and getting Indians to ditch the traditional way of buying from open markets, is a challenge.

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Licious' efforts seem to be on that front too. The brand also puts forth its promise of delivering fresh, after "150 quality checks" and is projected as the superior alternative to the 'unorganised' sale and consumption option.