In an effort to increase average order value and convert match-time viewership into high-frequency consumption, Wow! Momo launched the Indian Momo League (IML), a nationwide campaign centered around this match season. The campaign, which is based on the idea “Har city ka apna momo”, combines real-time interaction, product innovation, and city fandom.

The company, which has more than 800 locations in more than 80 cities, is using this match season as a high-intent consumption window to increase demand for delivery, takeout, and dine-in.

Six city-inspired, color-coded momo variations made with natural colors and no artificial additives are at the heart of the campaign. The variations, which have been introduced in Kolkata, Chennai, Mumbai, Delhi, Bangalore, and Hyderabad, are intended to reflect city identities and allow fans to show their support for a particular team during live games by using food.

The brand has launched IML Combos, which combine momos, fries, and drinks into a single, match-ready format, to improve monetization. It is anticipated that the combos will increase ticket prices while taking advantage of peak demand during game hours. During the busiest match hours, the brand has also observed a threefold increase in the demand for food orders.

A conversion-led engagement layer is also incorporated into the campaign. Customers who buy IML Combos have the opportunity to win match tickets, directly connecting consumption with access to cricket matches and encouraging recurring purchases.

The campaign’s live Momo Scoreboard, a real-time order tracker broken down by city, is a major innovation. The scoreboard shows market participation as games go on, fostering repeat ordering behavior and adding a competitive element outside of the game.

In order to maintain consistent visibility across platforms throughout the match cycle, the campaign is being scaled through creator partnerships, city-led creatives, and real-time moment marketing that is in line with match schedules and results.

With the Indian Momo League, Wow! Momo is taking advantage of one of the biggest cultural events in India to create a high-frequency consumption occasion. By positioning momos as a match-time ritual as well as a snack, it is increasing demand for both dine-in and delivery services throughout its network of cities.

Priyanka Dutta