Licious has unveiled a new campaign titled Mother of All Momos as it expands its footprint in the fast-growing momo segment. The campaign taps into India’s widespread love for momos while positioning the brand’s range as a convenient at-home alternative that retains the taste and experience consumers expect from the popular snack.
At the heart of the campaign are four momo variants—Loaded Chicken, Korean Chicken, Cheesy Chicken and Chunky Prawn. Through the communication, Licious highlights the products’ meaty fillings, thin wrappers and premium quality while maintaining an accessible price point for consumers.
The campaign has been rolled out across multiple channels, including cinema advertising, residential society activations, quick commerce platforms, out-of-home media, creator partnerships and digital content initiatives. The multi-platform approach is designed to engage consumers in locations and moments where food discovery and entertainment often intersect.
The campaign began with activations at PVR cinemas in Delhi and Bengaluru. In Delhi-NCR, Licious collaborated with creators and comedians such as Gaurav Kapoor and Vir Saini, leveraging the region’s strong association with momo culture. In Mumbai, the campaign focused on positioning momos as a familiar comfort food for consumers navigating the demands of urban life.
Commenting on the initiative, Varun Khanna, Senior Vice President – Marketing, Licious, said, “The idea was simple. Don’t sell momos, celebrate them. Indians don’t need to be convinced to love momos, they already do. Licious wanted to meet that love where it lives, whether that’s a cricket match, a comedy show, or a movie theatre. The campaign did exactly that. The response has been strong with Delhi, Bangalore & Mumbai seeing multi-fold growth in revenue and adoption.”
Through its entry into the category, Licious aims to bring greater consistency, convenience and trust to a market that has traditionally been dominated by local and unorganised players. The company believes the combination of quality ingredients, convenience and strong consumer affinity for momos will help drive further growth in the segment.
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