Nom Nom Express Launches Citywide Campaign Amid Rapid Expansion

Nom Nom Express, the fast-growing Pan-Asian quick-service restaurant (QSR) brand from Aspect Hospitality, has launched an ambitious citywide marketing campaign across Mumbai to mark a significant milestone in its rapid expansion journey. With 27 outlets already operational across Mumbai, Pune, and Hyderabad, Nom Nom Express aims to nearly double its footprint to 51 outlets by July 2025.

A Bold 360-Degree Campaign

The campaign, which kicked off on June 1, 2025, is a comprehensive 360-degree effort designed to build strong brand visibility and recall across Mumbai’s busiest public and digital platforms. It strategically targets high-traffic zones and daily commuters through a mix of traditional and digital media channels, ensuring Nom Nom Express is omnipresent in the city’s daily life.

Key highlights of the campaign include:

• Radio & Streaming: A catchy brand jingle plays during prime time (8 AM to 12 PM) on popular radio stations Ishq FM, Red FM, and Magic FM, supported by seven RJ mentions per station. The campaign also leverages music streaming platforms like Spotify and JioSaavn, where it has already crossed 5 million impressions in Mumbai alone.
• Train Branding: Three local trains—one each on the Western, Central, and Harbour lines—have been fully wrapped in Nom Nom Express branding. This move taps into Mumbai’s massive daily commuter base, ensuring high-frequency exposure.
• Bus & Auto-Rickshaw Branding: Branded BEST and Thane buses ply across key routes in South Mumbai, Western Suburbs, Navi Mumbai, and Thane. Additionally, over 750 auto-rickshaws in Bandra, Thane, and Navi Mumbai sport Nom Nom Express wraps, delivering hyperlocal visibility in crucial neighborhoods.

This multi-channel approach covers the entire Mumbai metropolitan region, including South Mumbai, Central Suburbs, Western Belt, Navi Mumbai, Thane, and the Harbour Line, backing the rollout of 27 outlets and reinforcing the brand’s push toward its ambitious 51-outlet target.

Nom Nom Express: A Pan-Asian Culinary Adventure

Nom Nom Express is positioned as a vibrant Pan-Asian QSR brand that offers bold, authentic Asian flavors delivered quickly, fresh, and at affordable prices. The menu features a wide array of dishes inspired by the cuisines of India, Japan, Thailand, Burma, China, Malaysia, Vietnam, and more. From fiery wok-tossed noodles and crispy dim sums to fluffy baos and flavorful gravies, the brand promises a delicious and comforting experience for the modern, on-the-go consumer.

Powered by a centralized kitchen, Nom Nom Express ensures consistent quality and speedy service across all its outlets. The brand caters to a diverse customer base, including busy professionals, families, and young foodies seeking convenient yet flavorful meals.

Leadership Vision

Aksha Kamboj, Executive Chairperson of Aspect Global Ventures, expressed her enthusiasm about the brand’s growth:

“We have always believed that great food brings people together, and we stand firm on this. Nom Nom Express isn’t just expanding; it’s becoming part of the everyday lives of people across Mumbai and Pune. Watching the brand grow from an idea to 25 outlets has been incredible, but the real excitement lies in how many more homes we’ll be reaching next.”

Hitesh Keswani, Managing Director of Aspect Hospitality, added:

“Nom Nom Express is more than just a QSR—it’s a movement to bring comforting, high-quality Asian food to people where they actually live their lives: in traffic, on their commute, or at home. We’ve seen incredible momentum already, and this campaign is just the beginning.”

Digital and Experiential Engagement

The brand has also leveraged influencer activations and digital campaigns to create buzz around its expansion. Food bloggers and content creators have participated in the “Mumbai & Pune, Ready to Nom?” campaign, generating social media excitement and driving footfall to new outlets.

An augmented reality (AR) experience was also introduced during the launch event, allowing attendees to explore virtual Nom Nom Express stores, enhancing engagement and brand recall.

Looking Ahead

Nom Nom Express plans to continue its aggressive expansion across India, with a vision to become a national leader in the Pan-Asian QSR segment. The company aims to invest significantly in infrastructure, technology, and marketing to ensure seamless customer experiences and consistent product quality