Fundamental has launched a new campaign for Licious’s Fish & Seafood category aimed at addressing the common hesitation among consumers when purchasing seafood, particularly online. The campaign highlights the key challenge of buying fresh fish, a task that even experienced buyers often find nerve-wracking.
The campaign, titled "Fresh Nahi Toh Fish Nahi" (If it's not fresh, it's not fish), acknowledges the deep-seated anxiety consumers experience when selecting seafood. For generations, fish buyers in India have relied on sensory cues such as smell, appearance, and texture to assess freshness, yet doubts often linger. Fundamental’s approach directly addresses this concern, positioning Licious as the solution that consistently delivers fresh and high-quality seafood.
Pallavi Chakravarti, Founder & CCO of Fundamental, commented, "Even the most experienced fish buyer faces a prickly, uncomfortable moment when purchasing fish. It's something pretty unique to the category. Interestingly, we found this insight to be true of the most ardent fish eaters and buyers, regardless of region or fish type. Our campaign recognises this universal truth and 'Fresh Nahi Toh Fish Nahi' provides food for thought - literally. If I can get the quality and freshness I seek without the worry and the hassle, why would I not grab the opportunity?"
To bring the campaign to life, director Manoj Pillai of Thinkpot Films created three master films, each tailored to resonate with regional preferences. Shot in Hindi, Kannada, and Tamil, the films reflect the diverse fish varieties and culinary traditions across India. This approach underscores Licious's commitment to understanding and catering to the unique tastes of different regions.
