MAM
FoxyMoron bags Smaaash’s digital biz
MUMBAI: Smaaash, sports-based entertainment centre in Mumbai, has awarded its digital duties to FoxyMoron.
The agency has already started working on the account. It has used its digital, social media, and creative capabilities to offer a highly interactive and engaging Facebook page.
FoxyMoron Online Strategist Harshil Karia said, “Our focus is not just online but one that bridges online and offline. We‘re working with Burrp to drive focussed footfalls, we‘re working with Snapdeal to get trials going, we‘re working with colleges to get fests to partner with SMAAASH to have their events at the venue and cross promote them online. Its going beyond the traditional digital agency role which is exciting.”
“For us, digital is the center of integrating our marketing communications. Its the driver of purpose and the connect between our above the line and below the line activity. We‘re happy associating with FoxyMoron because they bring the expertise of digital and the flexibility to go beyond digital to help us meet our business needs,” Smaaash director Abhishek Jhaveri added.
Smaaash is currently in the process of integrating digital and social into everything they do. According to the agency, digital isn‘t just a marketing medium, it’s keyed into Smaaash‘s processes. Every time one plays he will find his photos and achievement videos online.
“The single minded strategy for Smaaash is about converting every physical interaction into a digital amplification. The investment thus is more in terms of time than actual spends. 15 per cent of marketing spends are currently allocated to the digital medium,” the agency said.
Brands
Wow! Momo launches Indian Momo League with city-themed cricket menu
Colourful, region-inspired momos turn match-time snacking into fan play
MUMBAI: Wow! Momo is serving up a fresh spin on cricket fandom this season with the launch of the Indian Momo League, a campaign that turns match-time snacking into a city-led celebration.
Timed alongside the ongoing Indian Premier League, the initiative introduces six city-inspired momo variants, each reflecting the flavour and personality of Kolkata, Chennai, Mumbai, Delhi, Bangalore and Hyderabad. Built around the idea “Har city ka apna momo”, the range uses natural colours and skips synthetic additives, giving fans a vibrant, edible way to back their teams.
From bold reds to electric blues, the momos are designed to stand out both on the plate and on social media feeds. The visual appeal is deliberate, turning everyday snacking into something shareable, playful and distinctly local.
To deepen the experience, the brand has rolled out IML Combos that bundle momos with fries and beverages, creating an easy, match-ready option for viewers at home or gatherings with friends. The campaign also adds a reward layer, with customers ordering these combos getting a chance to win match tickets, linking the living room to the stadium.
Adding to the competitive spirit, a live Momo Scoreboard tracks orders in real time across cities, allowing fans to see how their city is performing beyond the cricket field. The feature introduces a light-hearted rivalry, driven not by runs and wickets, but by bites and orders.
Speaking about the campaign, Wow! Momo Foods Pvt. Ltd. co-founder and CMO Muralikrishnan said, “With Indian Momo League, we wanted to make fandom more participative and personal. ‘Har city ka apna momo’ is our way of celebrating how every city experiences the matches differently, and bringing that emotion into something as simple and joyful as food.”
The campaign is being amplified through city-focused creatives, creator collaborations, in-store activations and real-time digital content, ensuring it stays closely tied to ongoing match conversations throughout the season.
With the Indian Momo League, Wow! Momo blends food, fandom and friendly rivalry into a format that feels both timely and distinctly Indian, proving that during cricket season, even snacks can take centre stage.
