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Anil Kapoor & Arjun Kapoor team up for Licious' new campaign

Created by Tilt, the two films feature the duo bonding over cooking.

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Mumbai: Online meat delivery startup Licious has launched a new campaign highlighting all the fuss that meat and sea-food lovers indulge in while choosing what to eat. The brand which specialises in meat and seafood has roped in the winsome combo of Bollywood actors Anil Kapoor and Arjun Kapoor for the campaign.

Created by advertising agency Tilt, the two films feature the uncle-nephew bonding over cooking while sharing their favourite meat-based dishes. The commercials highlight the convenience, safety and hygiene of meat being offered by the company, which operates on a farm-to-fork model. It entices users to download the brand’s app to partake in a fresh-from-the-sea fish and tender meat experience.

The natural camaraderie between the actors, coupled with their distinct signature styles and dialogues makes for an interesting watch, while delivering the brand message across effortlessly. The first film portrays the senior Kapoor trying his hand at cooking, frying fish to the tune of some of his memorable songs, while the second film has his nephew donning the chef’s hat.

Licious’ chief business officer Meghna Apparao said, “We pride ourselves in our ability to devise and improve on our stringent quality control measures, animal rearing and handling best practices, so that our consumers get nothing but the best - every single time. Licious is a brand created by the meat lovers for the meat lovers. It is a delight to see Anil Kapoor & Arjun Kapoor showcasing their love for meat in a way that strikes a chord with us. After all, it is only one nakhrebaaz that understands another.”

Sharing his take on the campaign, actor Anil Kapoor said, “I had such a great time working on the films! Good food and great culinary experiences – I could not really ask for a more enjoyable way of spending my time. And just like with food, this experience was made even better in Arjun's company, so it was a win-win situation for me! I am super impressed with all the good work that Licious is doing in disrupting the meat & seafood ecosystem of the country. It is truly heartening to see the impact of their transformative work and I'm happy to be a part of their story.”

Arjun Kapoor added, “I am delighted to be associated with the brand Licious. The high-octane, positive energy is palpable on the set. I had a great time collaborating with Anil chachu and I hope people will enjoy the ad film as much as we did shooting for the same.”

The campaign, which went live on Thursday, will be promoted across television, digital and social media platforms.

The pandemic-led disruption last year gave a boost to online meat buying, prompting the Bengaluru-based startup to go beyond metros and also start operations in smaller cities this year, including Jaipur, Coimbatore, Kochi, Puducherry, Vizag and Vijayawada among other cities.

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