D2C meat and seafood brand (Licious).
Needed to establish Licious as the benchmark in the meat and seafood segment and drive rapid customer acquisition and market growth.
Defined and embedded category-defining brand positioning, executed an integrated marketing campaign across ATL, performance, CRM, social, and employee engagement, and spearheaded city launch playbooks with a hygiene-led disruption strategy.
Drove 240% increase in customer acquisition resulting in 4x revenue growth within 18 months, and made Mumbai and Pune the fastest-growing markets in 4 months with highest repeat rates.
Proved the power of category-defining positioning, hygiene-led disruption, and integrated marketing in achieving hyper-growth.