"Gulaal & Gravy": Licious's mouthwatering tribute to India's food hues

Licious, the leading D2C meat and seafood brand, has launched its latest ad film, Gulaal & Gravy, celebrating the festival of colours! The film opens with a frame of steaming hot basmati rice being topped with a rich, hearty mutton curry, drawing you into a mouthwatering feast of laal (red), hara (green), bhoora (brown), and peela (yellow)—a vibrant plate of colours and flavours!

As the opening couplet rightly says—Kaun kehta hai Holi ka din ek hi baar aata hai, dekho kaise desh mera isse har din manata hai (Who says Holi comes only once a year? Come see how my nation celebrates it every day!). The frames that follow take you on a rollercoaster of juicy, meaty goodness, featuring dishes fit for a royal feast—from Tandoori Tikkas and Attukal Paya Soup to Galauti Kebabs, masaledaar chops, piping hot Mutton Dhansak, and an assortment of biryanis whose aroma wafts into your soul. Because Holi comes once a year, but the festival of colours that our food offers lasts all year round!

"Holi is a celebration of colours, and this year, our team came together to create a heartfelt ode to India's rich and diverse culinary heritage—capturing dishes from across the country. From the fiery reds of Kashmiri Rogan Josh to the golden yellows of Hyderabadi Biryani, from the vibrant greens of Karnataka-style mutton chops to the creamy, coconut-infused goodness of Kerala’s Chicken Stew, our food is a festival of colours that never ends. Gulaal & Gravy is our way of bringing together the rich variety of Indian cuisine because, while Holi comes once, the celebration of flavours on our plates continues all year round.” – Abhay Hanjura & Vivek Gupta, Founders, Licious

The team at Licious conceptualised and brought this film to life as a tribute to the distinctive diversity of the food on our plates—during celebrations and everyday meals alike. As the film’s tagline perfectly captures—Kashmir se Kanyakumari, Gujarat se Arunachal, chalta rahe India ka ye swaadbhara rangon ka tyohaar (From Kashmir to Kanyakumari and Gujarat to Arunachal, may India’s delicious festival of colours go on forever!)—because every colour has a taste, and every taste tells a story.