Licious has rolled out its latest campaign, Mother of All Momos, as it doubles down on India’s booming momo category. Tapping into the country’s deep love for the popular street snack, the campaign positions Licious’ momo range as a premium yet convenient at-home option that delivers restaurant-like taste and quality.
The campaign showcases four flagship offerings-Loaded Chicken Momos, Korean Chicken Momos, Cheesy Chicken Momos, and Chunky Prawn Momos. Through its messaging, the brand highlights key product attributes such as generous fillings, thin wrappers, superior ingredients, and affordability.
To build awareness and drive adoption, Licious has deployed a multi-channel marketing strategy spanning cinema advertising, digital platforms, creator partnerships, quick-commerce integrations, residential community activations, and out-of-home media. The campaign was launched through activations at PVR cinemas in Delhi and Bengaluru before expanding across digital and social channels.
Recognising the strong cultural connection Delhi-NCR has with momos, Licious partnered with creators like Gaurav Kapoor and Vir Saini to engage local audiences. In Mumbai, the brand positioned momos as a convenient comfort food suited to the city’s fast-paced lifestyle.
According to Varun Khanna, Senior Vice President – Marketing at Licious, the campaign focuses on celebrating consumers’ existing love for momos rather than creating a new habit. The initiative has already driven strong revenue growth and product adoption across Delhi, Bengaluru, and Mumbai, helping Licious bring greater consistency, convenience, and trust to a category largely dominated by local and unorganised players.
