Prasuma has launched a new campaign conceptualised by independent creative agency Colloquial, built around a simple truth: for momo lovers, cravings rarely make sense.
Instead of explaining why people love momos, the campaign focuses on the lengths people go to find the perfect one. The right wrapper, filling, chutney and overall bite can turn into a serious pursuit, while experiments such as chocolate momos often cross the line for committed momo fans.
Using humour and familiar food moments, the campaign captures the strong opinions and personal preferences that surround momos. It also touches on the small disappointments that come with ordering them, from underwhelming chutneys to inconsistent taste.
The campaign positions Prasuma around this everyday momo obsession, highlighting its focus on delivering a consistent momo experience at home rather than simply talking about the product.
Watch the campaign
Speaking about the campaign, Srijan Shukla & Ishita Misra, Co-Founders, Colloquial, said, “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.”
Gayatri Tampi, Co-founder & Chief Business Officer, Prasuma, said, “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.”
