Licious has unveiled a Chennai-focused campaign titled ‘Tharam Adhu Nirantharam’ (Quality that is always consistent), highlighting its commitment to delivering fresh and consistently cut fish to consumers.
The campaign features actors Saranya Ponvannan and Sruthi Hariharan and draws inspiration from a familiar tradition in Tamil households, where the person preparing the meal often compromises on the quality or cut of fish available. The film follows a homemaker who discovers the convenience of ordering fish through the Licious app after being introduced to the service by her mother-in-law.
The campaign will be rolled out across television, digital platforms, out-of-home advertising, retail touchpoints and on-ground activations across Chennai.
Commenting on the campaign, 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.”
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