Licious

The making of a meat-cute‍

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It goes without saying that India’s food delivery industry is bursting at the seams, ruled by quirk-filled, pun-dearing behemoths that are your one-stop for every need. That is, barring fresh, quality meat delivered to your doorstep.

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Enter Licious, the disruptor in the market. After a rebrand that injected the brand with its personable attributes of a hearty, gregarious gastronaut, came the brand’s biggest challenge — after years of a digital presence that relied primarily on shoots, how can it communicate its brand new personality while competing with other services that already have a strong digital identity?

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That’s where they got us onboard. To bring out the brand’s distinctive persona, we crafted content IPs that didn’t just resonate with Licious — but with the new generation of Licious consumers that were digital natives, including video IPs, awareness and engagement content, and yes, tikka-ing the opportunity to throw in a pun here and there. Across key campaigns for its annual ‘All You Can Meat’ sales and crucial launches like its membership, we took a strategic approach to transforming the brand’s digital presence, all the while doing critical content and visual refreshers every quarter to ensure the brand always stayed fresh.

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As creative partners for the brand, we were also tasked with creating a strategic offline extension that could be used in its exclusive brand outlets. We crafted a distinctive identity for these IRL stores by building visual extensions to the brand language — in a way that matched its brand new identity but was differentiated enough to stand on its own independently.