Licious drives up to 5.2x growth with ‘Mother of All Momos’ campaign

MUMBAI: India’s love affair with momos just got a little more serious and a lot more profitable. Licious has reported strong gains from its ‘Mother of All Momos’ campaign, turning the launch of its expanded momos range into a culture-first marketing play that delivered sharp growth across key urban markets. The direct-to-consumer food brand said the campaign helped drive 5.2x growth in Mumbai and 3.5x growth in Bengaluru, while daily active users in Delhi-NCR surged 210 per cent. Overall, the initiative reached 18.54 million consumers, underscoring the growing appetite for one of India’s favourite comfort foods.

Rather than positioning momos as just another menu addition, Licious tapped into the emotional connection consumers have with the snack. From steaming roadside carts and college canteens to late-night cravings, momos have evolved into a cultural phenomenon that cuts across cities, age groups and occasions.

The campaign embraced that obsession through a multi-platform approach spanning cinema advertising, residential society activations, quick commerce integrations, out-of-home media, creators, comedians and digital storytelling.

The rollout began with cinema activations at PVR theatres in Delhi and Bengaluru before expanding into hyperlocal campaigns tailored to each market. In Delhi-NCR, the focus was on the city’s deep-rooted momo culture, brought alive through creator collaborations and comedian-led content featuring Gaurav Kapoor and Vir Saini. Mumbai, meanwhile, saw the brand position momos as a slice of comfort and familiarity in an otherwise fast-paced urban environment.

The strategy reflected a broader shift in food marketing, where brands are increasingly selling cultural relevance rather than simply promoting products. By tapping into an already established consumer habit, Licious sought to position itself not just as a food delivery platform but as a participant in a larger food culture.

The campaign also aligns with the company’s wider strategy of organising highly consumed but fragmented food categories. Having built its reputation in meat and seafood, Licious is now looking to bring the same playbook to one of India’s fastest-growing snack categories.

The results suggest the bet has paid off. For a country where momos have long transcended their status as a street snack, Licious’ latest campaign shows that sometimes the smartest way to sell a product is simply to celebrate the obsession that already exists.