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.