UnCrave, a plant-based meat brand owned by Delightful Gourmet Pvt Ltd, which also owns the meat delivery service Licious, has signed comedian-actor Vir Das as a brand ambassador.

The actor will also do a campaign for the brand that will consist of a series of films, the first of which is titled 'Without Meat,' in which Das describes a life without meat in his signature style.

The campaign also heralds the introduction of a new product by the brand, the 'Muttn Galouti Kebab'.

Simeran Bhasin, business head of the plant-based meat brand said, “Our brand persona has been crafted as a light-hearted brand with a childlike imagination and highly animated expressiveness - much like Das. We’re excited about working with him and believe his brand of humour brings alive the brand message in a simple, relevant and engaging manner. The task of category creation is a long drawn out affair and we intend to have fun while we’re at it."

Vir Das said, “I am a hardcore meat-lover and the very idea of no meat on some days is not an idea in my head. So the association between us is like ‘me’ and ‘funny’. They are simply meant to be."

Tilt Brand Solutions created the campaign, which includes a series of films in which Das addresses various scenarios from the perspective of a meat lover.

"This was a very exciting brief for us because this is a completely new category," said Ameya Kovale, executive director, creative at Tilt Brand Solutions. We came to the simple behavioural conclusion that we crave what we cannot have. With this in mind, we devised the concept of 'no more missing meat,' aimed at meat-lovers for all the times they need to un-crave, and who better to express this emotion than Vir Das, in his eccentric manner."

While it is still a developing market, IMARc Group predicts that India's plant-based meat market will grow at a CAGR of 27.8% during 2022-2027