Licious has appointed actor Varun Dhawan as its brand ambassador, with the association announced at the launch of Sizzl, the company’s heat-and-eat snacks and meals portfolio.
The partnership comes as Licious expands its presence in the ready-to-eat food category. The company said Dhawan’s association would support its efforts to reach new audiences and build awareness of the Sizzl range.
Commenting on the association, Varun Dhawan said, “What excites me about Licious is the scale of its ambition and the conviction behind it. Building a food brand means asking people to trust you with something they choose for themselves and their families. That is a big responsibility. I believe in Licious’ vision of growing that trust while holding itself to high standards, and I am excited to help take that ambition to a wider audience.”
Licious co-founders Abhay Hanjura and Vivek Gupta said, “There are some people you meet and instantly feel a connection with, and Varun was exactly that for us. From our very first interaction, there was a warmth, an energy, and a sense of familiarity that made us feel like we had known him for years. What makes this association special is that it goes beyond his incredible popularity and the love people have for him. It’s about who he is as a person, his authenticity, his infectious energy, and the joy he brings to everything he does. At Licious, we have always believed that great food is about bringing people together and creating moments of happiness, and Varun embodies that spirit beautifully. We couldn’t be happier to welcome him into the Licious family, and we genuinely look forward to creating something very special together.”