Colloquial has conceptualised the first brand campaign for Prasuma, positioning the brand as a cultural insider that understands India’s enduring love for momos.
Built around the insight that momo cravings are deeply personal and difficult to negotiate with, the campaign moves away from explaining the popularity of momos and instead celebrates the obsession surrounding them. It explores the pursuit of the perfect momo, from the wrapper and filling to the chutney, while positioning Prasuma as a brand that delivers a consistent momo experience at home.
The campaign uses a lighthearted and self-aware narrative to highlight situations familiar to momo enthusiasts. It features moments ranging from disappointing chutneys to unconventional experiments such as chocolate momos, using humour to highlight what the campaign describes as the “blasphemies” committed in the name of momos.
Rather than focusing only on the product, the campaign seeks to establish Prasuma as a brand that understands momo culture and the emotions associated with it. The campaign rolls out across digital platforms and on-ground touchpoints through films, social-first content and brand conversations aimed at India’s momo consumers.
Srijan Shukla and Ishita Misra, Co-Founders of Colloquial, said the campaign was built around the idea that momo is an emotion, and that a brand speaking to consumers who are deeply invested in the food needs to communicate from an insider’s perspective. They said the campaign aims to position Prasuma around momo culture rather than simply category ownership.
Gayatri Tampi, Co-founder and Chief Business Officer of Prasuma, said the company is focused on category penetration and is using the social-first campaign across digital and on-ground touchpoints to create conversations with momo consumers. She said the campaign uses humour, cultural relevance and relatable storytelling to reinforce Prasuma’s positioning around its Juicy Asli Himalayan Momos and its understanding of momo culture.
The campaign will continue across digital platforms through a mix of films, social-first content and brand conversations, with Prasuma aiming to grow at-home momo consumption.
Send news announcements/press releases to:
editor@thefoundermedia.com
