Mumbai : Delightful Gourmet Private Limited has appointed Mumbai based brand & communications consultancy, Tilt Brand Solutions as their strategic, creative and digital “Agency on Record” for its brand, Licious.

The brand started its journey five years ago and continues to cater the meat and seafood lovers across the country. 

Licious, vice president – brands and new ventures, Simeran Bhasin said it is imperative for the brand to collaborate with the right partners who are not just experts in the field but also mirror the brand credo. "The TILT team has an intuitive feel & passion for meat; one that matched Licious’ own. It was based on this synergy that Licious first chose to work with them on the now current ‘Nakhra’ campaign. Our fantastic experience of working with the team through this project made it a no-brainer for us to explore, evaluate and finally close out a full scope AOR relationship covering brand & communication strategy and solutioning across platforms, formats and media," she said.

Highlighting the overall vision, Tilt Brand Solutions chief business officer, Rajiv Chatterjee said the brand and team is passionate about wanting to change the way Indians purchase and consume meat and seafood. "The amount of work that has gone in over the last five years in the areas of quality and fulfillment is truly exemplary. And despite that, we believe that this journey has only begun. We are convinced in Licious’ rightful ambition to continue to lead and grow this category, as also in our ability to bring to bear on this journey, our competencies in data-led insighting, culture understanding, impactful storytelling and digital marketing & amplification," he added.

Tilt Brand Solutions chief strategy officer, Paul Dueman said,  “We have only started to scratch the surface in this highly cohortized category, and we are extremely excited to partner with this passionate bunch in successfully changing each cohort’s purchase behaviour and make Licious a household name for years to follow."