Mumbai, 10th August, 2026: 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 Link: YouTube: https://youtu.be/Ao3NAeh3cG0?si=kW4-unOoeT235E3u
Instagram: https://www.instagram.com/reel/DbvbGMJMLVP/?igsh=MWFuaXpyN3Z5enE2bg==
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. And like any culture, it has its dos and don’ts. The perfect momo lies somewhere in the middle of that. For a momo lover, ‘close enough’ doesn’t count – it is a life long quest. With Prasuma, this quest finally ends. This campaign felt like a plea for good momos that inhabitants of this culture demand and the jingle became the voice of this culture’s collective frustration. As self-proclaimed momo lovers and experts, let us just put it on record and say that they are genuinely good. Try them, if you haven’t already.”
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. Through humour, cultural relevance and relatable storytelling, it reinforces Prasuma’s positioning as a brand that doesn’t just sell Juicy Asli Himalayan Momos, but understands Momo culture better than anyone while consistently delivering a superior Momo experience. Prasuma aims to grow at-home Momo consumption—a behaviour unique to the Himalayan region.”
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. Through humour, cultural relevance and relatable storytelling, it reinforces Prasuma’s positioning as a brand that doesn’t just sell momos it understands momo culture better than anyone else and delivers a superior momo experience every single time.
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
Clients – Lisa Suwal, Siddhant Wangdi, Gayatri Tampi, Divya Jaiswal
