Licious has launched a Chennai-focused campaign, 'Tharam Adhu Nirantharam' (Quality that is always consistent), featuring actors Saranya Ponvannan and Sruthi Hariharan. The campaign highlights a familiar reality in Tamil households, where the quality of fish often lies beyond the cook's control, forcing them to compromise while serving the best portions to their families.
The campaign positions Licious as a solution to this long-standing challenge by offering fresh, clean-cut fish and seafood with consistent quality, enabling home cooks to prepare meals without sacrificing quality or choice. The film follows a homemaker who settles for the smallest pieces after cooking, until her mother-in-law introduces her to ordering fish through the Licious app, reinforcing the message that no one at the table should have to settle for less.
Varun Khanna, Senior Vice President - Marketing, Licious, said, “Food in a Tamil household is deeply personal. It is an expression of love, care and, very often, quiet sacrifice. In almost every family, there is someone like Saranya or Sruthi, who instinctively serves the best pieces to everyone else before thinking of herself. With Tharam Adhu Nirantharam, we wanted to recognise this familiar gesture while questioning why care should require compromise at all. Saranya and Sruthi bring warmth, authenticity and emotional depth to a relationship that will feel instantly familiar to Tamil families. Chennai’s consumers are highly discerning about their fish and seafood, and this campaign reinforces our 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.”
The integrated campaign spans television, digital, OTT, outdoor advertising, hyperlocal performance marketing, CRM initiatives and on-ground activations across Chennai, reinforcing Licious' promise of quality, convenience and trust in one of India's largest seafood markets.
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