Since every region has its own identity, customs, and what it wants to become, the campaign includes localized creatives made for different states. So the brand message feels more familiar and easier to relate to for consumers across India. And by leaning into regional culture and daily routines, Thermocool wants to form deeper emotional bonds with households while showcasing its range of innovative and reliable home appliances.

This initiative also continues Thermocool’s consumer-first mindset, as India’s cultures can look different from state to state, but the wish for comfortable, modern living is kind of universal. Through this initiative, the brand tries to celebrate the individuality of every region while at the same time pushing and reinforcing its presence in markets across the country in a more steady way.

On the launch,Mr. Tanuj Gupta, Director of Sales, Thermocool Home Appliances. said,, “India’s diversity is its biggest strength, and each state has a distinct way of life that truly should be celebrated. With ‘India Ka Naya Andaz,’ we really wanted to avoid a one-size-fits-all approach and craft communication that connects well with people on a local level. As a token of appreciation for the trust our customers place in us, we’re also offering vouchers worth up to ₹11,000, making this celebration even more rewarding. This campaign shows our dedication to understanding our consumers, while we deliver innovative home appliances that fit in with their changing routines.”

According to Mr. Tushar Gupta, Director Operations, Thermocool Home Appliances, “At Thermocool, every campaign is backed by our commitment to delivering a seamless customer experience. ‘India Ka Naya Andaz’ reflects not only our growing presence across the country but also our ability to serve consumers through a strong operational and distribution network. As we continue to expand, our focus remains on making reliable and innovative home appliances accessible to households across India.”  

Under the leadership of Rajeev Kumar Gupta, the brand has consistently focused on enhancing consumer engagement through impactful, high-visibility campaigns and strategic market expansion

With a portfolio that keeps expanding across air coolers, refrigerators, washing machines, LED televisions, and kitchen appliances, Thermocool continues to reinforce its position as a trusted home appliance brand. Under ‘India Ka Naya Andaz,’ the company also reiterates its vision of bringing innovation, comfort, and meaningful consumer engagement into homes throughout India.

Bangalore, 29th May 2026: Licious, India’s first D2C unicorn, translated the launch of its momos category expansion campaign ‘Mother of All Momos’, into a culture-led marketing play driving 5X growth across key markets. Tapping on the momo obsession of Indian consumers, the campaign resulted in 3.5x and 5.2x growth in Bangalore and Mumbai respectively; while Delhi-NCR saw a 210% increase in daily active users. The campaign reached 18.54 million consumers, affirming Licious’ expanding footprint across India.

Momos are more than a snack for India; nobody just eats momos. There’s a whole feeling attached, the steam rising off a street-side cart, the queue outside the college gate, the 11pm craving that won’t quit. They are a mood, a ritual, and for many consumers, a personality trait. Licious brought this insight alive across cinema, residential societies, quick commerce, OOH, creators, comedians, and digital storytelling. Starting from PVR activations in Delhi and Bangalore, the brand made sure momos showed up where India was already paying attention.

In Delhi-NCR, the campaign leaned into momo loyalty at street level, with creator collaborations and comedian-led storytelling with Gaurav Kapoor and Vir Saini. In Mumbai, it positioned momos as comfort food for people missing familiarity in a fast-moving city. Across markets, the idea stayed the same: momos are not occasional. They are emotional.

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 extended Licious’ larger playbook of organising high-consumption, unorganised food categories. With momos, the brand did not just enter a large category. It entered a cultural habit and gave it scale, trust, and a brand moment.