The brand aims to leverage this match season as a high-intent consumption window to drive incremental demand across dine-in, takeaway and delivery
Aimed at converting match-time viewership into high-frequency consumption and higher average order value, Wow! Momo has introduced the Indian Momo League (IML), a nationwide campaign built around this match season. 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. 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.
“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,” stated Muralikrishnan, Co-founder and Chief Marketing Officer (CMO), Wow! Momo Foods.
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, as per the official statement. Brand has also seen food ordering demand has increased by three times during peak match hours.
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 brand said.
