Licious Says ‘Mother of All Momos’ Campaign Reached 18.54 Million Consumers
Licious said its ‘Mother of All Momos’ campaign reached 18.54 million consumers and drove strong growth across Bengaluru, Mumbai and Delhi-NCR.
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Licious said its ‘Mother of All Momos’ campaign has helped in accelerating growth across major markets as the company expanded its footprint in India’s fast growing momos’ category.
The campaign, it said, had received good traction in Bengaluru, Mumbai and Delhi-NCR and reached 18.54 million consumers.
Licious said Bengaluru witnessed a 3.5 times growth and Mumbai saw a 5.2 times growth. The category is witnessing growing consumer interest with Delhi-NCR seeing 210% surge in daily active users, Story Board 18 reported.
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Momo Culture Connect:
The campaign was conceptualised around the popularity of momos amongst Indian consumers and was rolled out through a multi-platform marketing approach across cinema activations, residential societies, quick commerce channels, outdoor advertising, creator partnerships and digital content.
The company rolled out the campaign through activations at PVR cinemas in Delhi and Bengaluru to connect with consumers at high footfall entertainment venues.
In Delhi-NCR, Licious collaborated with creators and comedians like Gaurav Kapoor and Vir Saini to create conversations around the region’s strong momo culture.
In Mumbai, the campaign positioned momos as a comfort food option for consumers living the fast-paced life of the city.
“The idea was to celebrate a food category that is already popular and not convince consumers to try it,” said Varun Khanna, Senior Vice President – Marketing, Licious, on the campaign.
It was a very simple idea. Don’t sell momos, worship them. “Indians don’t need to be convinced to love momos, they already do,” said Khanna.
“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 and Mumbai seeing multi-fold growth in revenue and adoption,” he added.
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Building Consumer Trust:
The company said the initiative is part of its broader strategy of organising large food categories with strong consumer demand.
“Entry into the momos segment is to build scale and trust amongst consumers in a category that continues to be hugely popular across urban India,” Licious said.
With competition intensifying in the ready-to-cook and food delivery categories, brands are increasingly using hyperlocal marketing, cultural relevance and experiential activations to drive adoption and category growth.
