Licious has rolled out a new Chennai-focused campaign, “Tharam Adhu Nirantharam” (Quality that is always consistent), spotlighting the everyday dilemma of buying fresh, well-cut fish – a ritual deeply woven into Tamil household dining. The film, featuring actors Saranya Ponvannan and Sruthi Hariharan, follows a homemaker who discovers a more reliable way to source fish after her mother-in-law introduces her to the Licious app.
At its heart, the campaign taps into a familiar domestic gesture: the person cooking often adjusts to whatever quality or cut of fish is available, quietly prioritising others at the table over themselves. Licious uses this insight to position its platform as a way to remove that compromise altogether, offering freshness and consistency without anyone having to settle.
The campaign will roll out across television, digital platforms, out-of-home advertising, retail touchpoints, and on-ground activations throughout Chennai.
Speaking on the campaign, Varun Khanna, Senior Vice President – Marketing, Licious, said food in a Tamil household carries deep emotional weight, often reflecting care, love, and quiet sacrifice. He noted that Saranya and Sruthi bring an authenticity to this dynamic that Tamil families will instantly recognise, while the campaign itself questions why care should ever come at the cost of compromise.
Khanna added that Chennai’s consumers are particularly discerning about their fish and seafood, and that the campaign reflects Licious’ commitment to consistent quality, freshness, and the freedom to choose the right cut for every dish – for everyone at the table, not just some.
