Licious has launched ‘Mother of All Momos’, a campaign built around India’s growing affection for momos as it expands into the category with a range of ready-to-cook offerings.
The campaign centres on the idea that momos have evolved beyond a street-food snack to become an everyday comfort food across cities and consumer groups.
Through the launch, Licious introduces four variants — Loaded Chicken, Korean Chicken, Cheesy Chicken and Chunky Prawn — while positioning the products as a way to recreate the momo experience at home.
The campaign has been rolled out across cinema, residential societies, quick commerce platforms, outdoor advertising, creator collaborations, comedy content and digital channels.
According to the brand, activations began in movie theatres across Delhi and Bengaluru, while regional executions focused on local consumer behaviour. In Delhi-NCR, the campaign tapped into strong street-food associations through creator partnerships and comedy-led content featuring comedians such as Gaurav Kapoor and Vir Saini. In Mumbai, the communication positioned momos as a source of familiarity and comfort in a fast-paced urban environment.
Varun Khanna, Senior Vice President - Marketing, said, “The idea was simple. Don't sell momos, celebrate them. Indians don't need to be convinced to love momos, they already do. 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 & Mumbai seeing multi-fold growth in revenue and adoption"
The campaign also reflects Licious’ broader strategy of entering large, unorganised food categories and building branded offerings around existing consumer habits.
According to the company, the initiative seeks to turn a widely consumed food item into a branded category experience while maintaining its everyday appeal.
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