What does the campaign name mean?

'Tharam Adhu Nirantharam' translates to 'Quality that is always consistent.'

Where is the campaign running?

Chennai, across TV, digital, out-of-home, retail touchpoints and on-ground activations.

Campaigns

Licious Puts The Spotlight On Fish Quality In New Chennai Campaign

Q: Who stars in the campaign?

Actors Saranya Ponvannan and Sruthi Hariharan.

Ad Tribe Editorial1 week ago2 min read

Saranya Ponvannan and Sruthi Hariharan in Licious's Tharam Adhu Nirantharam campaign film

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.