Colloquial has conceptualised the first brand campaign for Prasuma, positioning it as an insider to India’s deeply rooted momo culture.
Built on the insight that momo cravings are irrational, deeply personal and impossible to negotiate with, the campaign shifts away from explaining the ‘why’ to celebrating the obsession itself. It captures the endless pursuit of the perfect momo—from the right wrapper and filling to the ideal chutney—and positions Prasuma as the brand that delivers that experience consistently at home.
With a lighthearted and self-aware tone, the campaign taps into familiar moments for momo lovers, calling out everything from disappointing chutneys to over-the-top experiments like chocolate momos. The creative leans into humour and cultural nuance to connect with consumers who take their favourite snack seriously.
Rather than focusing on product attributes, the campaign establishes Prasuma as a brand that understands momo culture and the emotions attached to it, reinforcing its promise of a consistently superior experience.
“Momo is an emotion. And when you’re talking about something people love this deeply, this irrationally, you can’t speak like an outsider. You have to talk like an insider. So forget about owning the category, we wanted Prasuma to own the momo culture - a culture that is not built by brands, but by sheer devotion. And like any culture, it has its dos and don'ts. The perfect momo lies somewhere in the middle of that. For a momo lover, 'close enough' doesn't count - it is a life long quest. With Prasuma, this quest finally ends. This campaign felt like a plea for good momos that inhabitants of this culture demand and the jingle became the voice of this culture’s collective frustration. As self-proclaimed momo lovers and experts, let us just put it on record and say that they are genuinely good. Try them, if you haven't already,” said Srijan Shukla & Ishita Misra, Co-Founders, Colloquial.
“As category creators and leaders driving category penetration, we're excited about this social-first campaign. It rolls out across digital and on-ground touchpoints through a mix of films designed to spark brand conversations that resonate with India's Momo lovers. Through humour, cultural relevance and relatable storytelling, it reinforces Prasuma's positioning as a brand that doesn't just sell Juicy Asli Himalayan Momos, but understands Momo culture better than anyone while consistently delivering a superior Momo experience. Prasuma aims to grow at-home Momo consumption—a behaviour unique to the Himalayan region,” said Gayatri Tampi, Co-founder & Chief Business Officer, Prasuma.
The campaign will roll out across digital platforms through films, social-first content and on-ground activations, aimed at engaging India’s growing community of momo lovers while strengthening the brand’s cultural positioning.
