When one thinks of Holi, the first images that come to mind are gulal-smeared faces, water balloons, and people dancing to dhol beats. But Licious, the well-known meat-delivery brand, has taken a bold and unconventional approach this festive season. Instead of the usual sweets and thandai, Licious’ latest ad celebrates the festival of colours with a grand meat spread that pays tribute to India’s culinary diversity.

A Unique Take on Holi

The 77-second ad opens with a lively qawwali performance, instantly setting the mood for a surreal experience. The qawwali, a genre known for its rich and soulful melodies, adds a layer of depth to the visuals, making the entire campaign feel grand and festive.

As the camera sweeps across a vibrant feast of meats, the voice in the background sings, “Kaun kehta hai ki Holi ka din saal mein ek hi baar aata hai? Dekho, kaise desh mera isse har din manata hai!” This catchy jingle drives home Licious’ message—why should Holi be celebrated just once a year when the colours of food can be enjoyed every single day?

A Bold Move in Precarious Times

In an era where food choices often spark debates, especially during festivals, Licious’ decision to showcase an all-out carnivorous feast is both brave and strategic. The brand is aware of its audience and doesn’t shy away from highlighting what it does best—delivering high-quality, fresh meat.

The advertisement seamlessly blends tradition with indulgence, portraying Holi not just as a festival of colours but also as a festival of flavours. It’s a reminder that India’s culinary landscape is as diverse as its cultural fabric.

A Visual Treat for Food Lovers

The ad takes the viewer on a journey through India’s regional meat delicacies. The fiery red of Kashmiri rogan josh, the deep greens of Karnataka-style mutton chops, and the golden hues of a fragrant biryani—every dish bursts with colour, making the screen come alive. The visuals are so evocative that one can almost smell the food through the screen, a testament to the campaign’s powerful storytelling.

“From the fiery red of Kashmiri rogan josh to the vibrant greens of Karnataka-style mutton chops and the golden yellows of biryani, every plate in India becomes a stage for a unique celebration of colours,” reads the ad’s YouTube description. The message is clear: every meal can be a festival, and Licious is here to be a part of those everyday celebrations.

The Return of the Jingle Era

Licious’ campaign also marks the brand’s foray into the jingle-driven marketing trend that has made a strong comeback in recent years. With brands like Maaza, Coca-Cola, and Nescafe India successfully using jingles in their summer campaigns, Licious has joined the ranks with a qawwali that’s both memorable and engaging.

Jingles have a way of lodging themselves in the viewer’s mind, and Licious has capitalized on this brilliantly. The tune is not just an auditory delight but also an invitation to associate Holi with an unending celebration of food.

Licious’ Second Big Campaign After a Hiatus

This Holi campaign is Licious’ second major ad release following a three-month break last year. The brand’s previous ad in February 2025 focused on reinforcing its commitment to quality, reassuring customers that all the fish it delivers is fresh—nothing else.

With its latest campaign, Licious has taken a different route, focusing less on product assurance and more on emotional and sensory appeal. It’s an ad designed to create a longing, a craving, and most importantly, an association between Holi and its offerings.

Will This Campaign Set a New Trend?

Licious’ Holi campaign is a refreshing departure from traditional festival marketing. While most brands focus on sweets, snacks, and beverages, Licious has managed to carve a niche by celebrating the festival through the lens of a meat lover.

By blending music, culture, and food in an engaging manner, the ad stands out and is likely to generate conversations. Whether this approach will inspire other brands to follow suit remains to be seen, but one thing is certain—Licious has successfully positioned itself as a brand that celebrates colours, flavours, and festivity in its own unique way.

Final Thoughts

With its bold messaging, catchy qawwali, and mouth-watering visuals, Licious has crafted a Holi campaign that’s not just about the festival but about a way of life. The ad reminds us that while Holi comes once a year, the celebration of flavours is an everyday affair.

As consumers continue to crave authentic and engaging brand experiences, Licious has served up a feast—both visually and emotionally. And if this campaign is anything to go by, it’s safe to say that Licious isn’t just delivering meat; it’s delivering joy, one plate at a time.

Author: Ronak Rehal