Chennai, 29th July 2026: Licious, India’s first D2C unicorn, today unveiled its Chennai campaign featuring acclaimed actors Saranya Ponvannan and Sruthi Hariharan. Titled ‘Tharam Adhu Nirantharam’ (Quality that is always consistent), the campaign is rooted in a familiar reality across Tamil households: while the person cooking is responsible for how the meal turns out, they often have little control over the quality or cut of the fish brought home. This inherited uncertainty places not only the dish, but also their identity and pride as a cook, at risk. For generations, mothers and grandmothers have adapted without complaint, working around inconsistent cuts and quietly giving the best pieces to their family members while keeping what remains for themselves.
Licious seeks to remove both the uncertainty and the sacrifice by placing choice back in their hands, with fresh, consistent, clean-cut fish and seafood suited to every dish. The result is a meal prepared exactly as intended, where everyone enjoys the best pieces, and no one is expected to compromise.
The film starts with Ramya, played by Sruthi Hariharan, as a homemaker who is unable to get fresh fish from the local market and settles for a curry that leaves the smallest pieces for herself. Her mother-in-law, Saranya Ponvannan, notices the familiar pattern repeating across generations and introduces her to ordering fresh, clean, and properly cut fish on the Licious app. The film closes on a simple, universal note: no one in the family should have to settle for less when fresh is just a tap away.
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 campaign runs across multiple touchpoints, building on both salience and trial. The “Swapping Plates” film airs as a TVC across leading Tamil GECs and news channels, alongside extended and cut-down digital video versions distributed on YouTube, Meta, and OTT platforms. With strong on-ground visibility through high-impact OOH placements across key arterial roads, IT corridors, and residential hubs in the city, the campaign is supported by hyperlocal performance marketing aimed at driving higher app downloads and first orders across Chennai pin codes. This is further complemented by merchandising at in-store and delivery touchpoints to highlight freshness cues, personalised CRM journeys for new Chennai customers, and BTL activations in residential communities and high-footfall locations to amplify the campaign narrative across the city.
The campaign taps into an emotion deeply embedded in Tamil households, i.e. food as an expression of care. Fish is not just another meal in Chennai; it is often tied to family traditions, weekend rituals, and memories passed down across generations. Through Saranya Ponvannan and Sruthi Hariharan’s association, Licious reaffirms its promise of quality, convenience, and trust in the Chennai market.
Licious remains committed to making standardised, high-quality meat and seafood accessible across India. Through its integrated supply chain, strict quality controls, and customer-first approach, the brand continues to build trust among consumers while bringing consistency, convenience, and transparency to a category that has traditionally lacked standardisation.
About Licious:
Licious is India’s first D2C unicorn, built with a vision to bring trust, honesty and joy to the meat and seafood category. Backed by India’s only fully integrated 0–4°C cold chain, backward integration through bio-secure poultry farms, and rigorous controls across freshwater fish and seafood, Licious has set new benchmarks for safety, freshness, and quality. The brand continues to elevate everyday meals and build a thriving ecosystem for farmers, meat technicians, supply partners and delivery heroes. Trusted by 4.5 million consumers, Licious offers a portfolio of 300+ SKUs spanning fresh meat and seafood, ready-to-cook, and ready-to-eat categories. With five state-of-the-art processing centres, Licious now serves India’s top metros through a strong digital presence, supported by 60+ retail stores and fast-growing quick commerce partnerships, including Flash – brand’s own 30-minute delivery promise across major urban clusters.
