Mumbai, Aug 10: Independent creative agency Colloquial has conceptualised a new campaign for Prasuma, the brand that created India’s frozen momo category, positioning the brand as a cultural insider that truly understands the country’s enduring love for momos.
Built on the insight that momo cravings are irrational, deeply personal and impossible to negotiate with, the campaign moves away from explaining why people love momos and instead celebrates the obsession itself. It captures the endless pursuit of finding the perfect momo, the right wrapper, the ideal filling and the perfect chutney, and positions Prasuma as the brand that finally delivers that experience consistently, from the comfort of home.
With a lighthearted, authentic and self-aware narrative, the campaign taps into relatable moments that every momo enthusiast has experienced. From disappointing chutneys to over-the-top experiments such as chocolate momos, the creative playfully calls out the many “blasphemies” committed in the name of momos, striking a chord with consumers who take their favourite snack seriously.
Rather than simply promoting a product, the campaign establishes Prasuma as a brand that understands momo culture and the emotions attached to it. By speaking the language of true momo lovers, it reinforces the brand’s promise of delivering a superior and consistently satisfying momo experience.
Campaign Links: YouTube: https://youtu.be/Ao3NAeh3cG0?si=kW4-unOoeT235E3u Instagram: https://www.instagram.com/reel/DbvbGMJMLVP/?igsh=MWFuaXpyN3Z5enE2bg==
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.”
The campaign rolls out across digital platforms through a mix of films, social-first content and engaging brand conversations that resonate with India’s growing community of momo lovers.
Campaign Credits: Agency: Colloquial Co-founders: Srijan Shukla, Ishita Misra, Ambalika Sen, Pradyot Mokashi Project Manager: Gaurav Phull Production House: Footloose Films Director: Indrasish Mukerjee Producer: Kedhhar Bharrve Music Director: Karan Malhotra