Licious brings home the spirit of Durga Pujo in its latest festive campaign

Durga Pujo is more than a festival—it’s a celebration of food, friendship, and family, cherished by Bengalis everywhere. In its third edition of the Durga Pujo campaign, Licious, the leading D2C meat and seafood brand, pays tribute to these beloved traditions with an ad that captures the essence of Pujo through home-cooked meals and unforgettable food memories.

Part of the campaign is an ad, set in a lively Pujo ‘adda’ (gathering). In it, actor Arjun Chakrabarty, and content creators Preeti Sarkar and Unmesh Ganguly, are hosted for a hearty and meaty lunch by actress Sohini Sarkar. Sohini’s signature kosha mangsho (mutton) made with Licious’ juicy, tender mutton, steals the show, transporting her guests back to their own cherished Pujo memories.

For creator Unmesh, it's the nostalgia of Prawn Malai Curry with Basanti Pulao and Devilled Eggs that takes him back to the Pujo of his childhood in the city of Bankura. Arjun reminisces about the moment his daughter fell in love with fish fry during Pujo one year – showcasing a quintessential proud Bengali dad moment. Preeti, on the other hand, can’t resist a playful rivalry over Sohini’s irresistible Prawn Malai Curry, embodying the joyful banter that fills every Pujo adda. As part of the campaign, several other Bengali content creators across food, lifestyle, and entertainment genres, have also partnered with the brand to share their own Pujo addas featuring Licious' seasonal offerings.

Licious’ message for meat lovers in Kolkata this Pujo is simple: Pujor adda, bhuri bhoj, Licious er saathe hok roj (With Licious, your adda and feasts can go on throughout Pujo). To bring the Pujo feasting experience home, it is offering a Pujo special range of Bhuribhoj must-haves. This range includes Mangshor Jhol cuts, Mutton Shoulder Cut and Chops along with a selection of fresh fish such as the flavourful Catla, Bhetki, Pabda and Parshe. Its festive Adda starters have a range of ready-to-cook products
- from pre-marinade kebabs to nuggets and wings.

“Durga Puja is a time of togetherness, celebration, and feasting with family and friends. Our campaign is inspired by the joy of home-cooked feasts and the love of ‘adda’. We’re delighted to be a part of Pujo celebrations and especially the lives of our Bengali consumers in a way that’s close to their hearts and ours – through meat and seafood at its finest,” Arvind Ramachandran, Chief Marketing Officer, Licious, said.

“The Bengali consumer base across India is a highly discerning one for meat and seafood and is also one of our largest. The way this consumer has embraced our offerings is a huge testament to the quality we bring to the dining table,”
Ramachandran added.

Licious, which is India’s first unicorn D2C brand, disrupted the meat industry by redefining the experience of meat consumption in India. It offers 300+ meat cuts, the freshest fish and seafood and tender mutton with perfect meat to fat ratio. A study conducted by Toluna between September and October 2023, surveying 528 respondents across five major Indian cities, recognised Licious chicken as "India's Juiciest Chicken"—the first-ever approved superlative claim in the sector.