Wow! Momo has launched the Indian Momo League (IML), a nationwide campaign built around this match season, aimed at converting match-time viewership into high-frequency consumption and higher average order value. Anchored in the thought “Har city ka apna momo”, the campaign brings together city fandom, product innovation and real-time engagement.
The brand, which operates over 800 stores across 80 plus cities, is leveraging this match season as a high-intent consumption window to drive incremental demand across dine-in, takeaway and delivery.
At the centre of the campaign are six city-inspired, colour-coded momo variants made using natural colours with no synthetic additives. Rolled out across Kolkata, Chennai, Mumbai, Delhi, Bangalore and Hyderabad, the variants are designed to mirror city identities and enable consumers to express team loyalty through food during live matches.
To strengthen monetisation, the brand has introduced IML Combos, bundling momos, fries and beverages into a single, match-ready format. The combos are expected to drive higher ticket size while tapping into peak demand during match hours. Brand has also seen food ordering demand has increased by 3x during peak match hours.
The campaign also integrates a conversion-led engagement layer. Consumers purchasing IML Combos get a chance to win match tickets, directly linking consumption with cricket match access and incentivising repeat purchases.
Speaking about the campaign, Muralikrishnan, Co-Founder and CMO, Wow! Momo Foods Pvt. Ltd., said, “Indian Momo League is designed to translate fandom into consumption. With ‘Har city ka apna momo’, we are building a format where product becomes a real-time expression of team loyalty. This allows us to drive both engagement and business impact during this match season.”
A key innovation within the campaign is the live Momo Scoreboard, a real-time tracker of city-wise orders. As matches progress, the scoreboard reflects participation across markets, creating a competitive layer beyond the game while also encouraging repeat ordering behaviour.
The campaign is being scaled through city-led creatives, creator collaborations and real-time moment marketing aligned with match schedules and outcomes, ensuring sustained visibility across platforms during the match cycle.
With the Indian Momo League, Wow! Momo is leveraging one of India’s largest cultural moments to build a high-frequency consumption occasion, positioning momos not just as a snack but as a match-time ritual, while unlocking incremental demand across its multi-city network both in dine-in and delivery.
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