Licious has unveiled its 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.
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 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, OTT platforms, and OOH placements across key arterial roads.
