In India, the meats category is dominated by unbranded 'live' chicken shops. Live birds are displayed in shops and are slaughtered for consumption, only after the customer has chosen a particular bird. So, Godrej Real Good Chicken, was fighting these unbranded players and a mindset that says branded chicken would not be as fresh. Targeted at urban Indian housewives who are responsible for deciding the family diet, Godrej Real Good Chicken wanted to occupy a position of 'freshness' that was as good as 'live' chicken. The commercial uses this proposition and demonstrates the benefit of freshness to the housewife.