Licious Puts The Spotlight On Fish Quality In New Chennai Campaign
Licious has launched a Chennai-focused campaign featuring actors Saranya Ponvannan and Sruthi Hariharan, built around the everyday compromises Tamil households make over fish quality. Titled Tharam Adhu Nirantharam (Quality that is always consistent), the campaign follows a homemaker who turns to the Licious app after her mother-in-law introduces her to the service.
- Brand: Licious
- Cast: Saranya Ponvannan and Sruthi Hariharan
- Campaign film: Tharam Adhu Nirantharam (Quality that is always consistent)
- Story: a homemaker turns to the Licious app after her mother-in-law introduces her to the service
- Theme: the dining ritual in Tamil households where the person cooking often adjusts to the quality and cut of fish available
- Focus market: Chennai
- Channels: television, digital platforms, out-of-home advertising, retail touchpoints and on-ground activations
A Familiar Household Compromise
The campaign draws on a dining ritual many Tamil families will recognise, where the person cooking quietly adjusts to whatever quality and cut of fish is available that day, often serving the better pieces to others first. The film builds its story around a homemaker who is introduced to the Licious app by her mother-in-law, framing the platform as a way out of that everyday compromise rather than as a straightforward product pitch.
Varun Khanna, Senior Vice President - Marketing at Licious, said food in a Tamil household is deeply personal, an expression of love, care and, very often, quiet sacrifice. He said that in almost every family there is someone like Saranya or Sruthi, who instinctively serves the best pieces to everyone else before thinking of herself.
Questioning Why Care Should Mean Compromise
Khanna said that with Tharam Adhu Nirantharam, the brand wanted to recognise this familiar gesture while questioning why care should require compromise at all. He said Saranya and Sruthi bring warmth, authenticity and emotional depth to a relationship that will feel instantly familiar to Tamil families.
He added that Chennai's consumers are highly discerning about their fish and seafood, and that the campaign reinforces Licious's commitment to giving them consistent quality, freshness and the freedom to choose the right cut for every dish, without anyone at the table having to settle for less.
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