Bengaluru: Licious, India’s first D2C unicorn, has launched its latest campaign, ‘Mother of All Momos’, as it expands into the fast-growing momos category, aiming to transform the popular street food into a premium at-home dining experience.
With the new range, Licious seeks to offer consumers restaurant-style momos that combine convenience with quality. The portfolio includes four variants — Loaded Chicken, Korean Chicken, Cheesy Chicken, and Chunky Prawn — designed to cater to evolving consumer preferences while retaining the authentic appeal of the beloved snack.
The campaign celebrates India’s deep-rooted love for momos and positions the category as more than just a quick bite, highlighting its emotional and cultural significance across regions.
To amplify the launch, Licious executed a multi-channel marketing strategy spanning cinema activations, residential communities, quick commerce platforms, out-of-home advertising, creator collaborations, comedy-led content, and digital storytelling.
The campaign kicked off with activations at PVR cinemas in Delhi and Bengaluru, while region-specific initiatives further strengthened consumer engagement. In Delhi-NCR, the brand leveraged creator partnerships and comedian-led storytelling featuring Gaurav Kapoor and Vir Saini to tap into the city’s strong momo culture. In Mumbai, the campaign positioned momos as a comfort food choice for consumers seeking familiarity amid fast-paced urban lifestyles.
Commenting on the campaign, Varun Khanna, Senior Vice President – Marketing, Licious, 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 aligns with Licious’ broader strategy of formalising and scaling high-consumption food categories that have traditionally remained fragmented and unorganised. By entering the momos segment, the company aims to combine convenience, quality assurance, and brand trust within a category that already enjoys widespread consumer acceptance.
With ‘Mother of All Momos’, Licious is looking to strengthen its position in the ready-to-cook and convenience food segment while capitalising on one of India’s most popular snacking categories. The campaign underscores the brand’s efforts to convert a cultural food favourite into a scalable branded offering, supported by premium product quality and widespread consumer engagement initiatives.
