Licious has launched its latest campaign, ‘Mother of All Momos’, tapping into India’s growing obsession with momos while expanding its footprint in the ready-to-cook food category. The campaign celebrates the emotional connection consumers share with one of India’s most popular comfort foods.

Instead of positioning momos as just another product offering, Licious builds the campaign around the country’s deep-rooted momo culture. The communication highlights the brand’s attempt to deliver a premium, convenient, and consistent at-home momo experience while retaining the familiar appeal of street-style flavours.

The campaign follows a multi-platform marketing strategy spanning digital content, cinema, creator collaborations, out-of-home advertising, quick commerce integrations, and community activations. By engaging consumers across multiple touchpoints, Licious transforms its category expansion into a broader cultural conversation.

A key strength of the initiative lies in its regional storytelling approach. In Delhi-NCR, where momos are deeply embedded in local food culture, the brand leans into humour, creator-led content, and city-specific narratives. In Mumbai, the messaging positions momos as a quick, comforting food choice suited to fast-paced urban lifestyles.

The campaign also reflects a wider trend in food marketing, where brands increasingly use culture-led storytelling to create stronger consumer engagement. Rather than relying solely on product promotion, Licious focuses on behaviour, cravings, and shared food experiences.

With ‘Mother of All Momos’, Licious strengthens its positioning in a highly competitive category while reinforcing its promise of trust, convenience, and quality. The campaign demonstrates how brands can turn everyday food habits into relatable and high-impact storytelling.

JBL has marked 80 years of audio excellence with the launch of its new Bar Series in India, bringing a premium, cinema-like sound experience into everyday living spaces. The milestone launch reflects the brand’s continued focus on innovation and evolving consumer expectations around home entertainment.

The Bar Series is built to deliver immersive audio through Dolby Atmos, creating a multidimensional sound environment that enhances movies, music, and gaming. By adding depth and spatial clarity, the technology transforms standard viewing into a more engaging and realistic experience.

A standout feature of the lineup is its detachable wireless surround speakers, designed for flexibility and ease of use. This allows users to create a full home theatre setup without complex wiring, making high-quality audio more accessible for modern households. The system also focuses on enhanced dialogue clarity and powerful bass, ensuring a balanced and impactful listening experience.

The range includes multiple models tailored to different room sizes and preferences, positioning the Bar Series across both premium and mid-premium segments. With sleek design and advanced features, the lineup caters to a growing audience seeking high-performance audio solutions at home.

This launch underscores JBL’s legacy of blending professional-grade sound with consumer-friendly innovation. As demand for immersive entertainment continues to rise, the brand’s latest offering reinforces its position at the forefront of India’s evolving home audio market.

In a major move to strengthen its hold on the Indian fashion and lifestyle market, Myntra has officially signed Bollywood star Alia Bhatt as its new brand ambassador. This strategic partnership covers both the platform’s core fashion business and its rapidly growing “Myntra Beauty” segment.

The collaboration kicked off with a fresh campaign promoting Myntra Beauty’s ‘Glow Up Days’ event. The debut film takes a lighthearted, relatable approach, focusing on the common habit beauty enthusiasts have of trying to squeeze out every last drop of their favorite serums and foundations. By featuring Alia, Myntra aims to position premium beauty as an accessible luxury for everyone.

According to the company, Alia was chosen for her massive cultural influence and her ability to resonate with younger, trend-conscious shoppers. Sunder Balasubramanian, Myntra’s Chief Marketing Officer, noted that Alia’s broad appeal across different regions and age groups makes her the perfect face to represent the brand’s mission of making top-tier fashion and beauty easily discoverable.

Alia Bhatt conveyed her enthusiasm regarding the new role by expressing that she has consistently held Myntra in high regard for its exceptional ability to seamlessly integrate technology with the latest fashion trends. She emphasised that she views fashion and beauty as powerful instruments for genuine self-expression. Furthermore, she commended the brand for its efforts in making these categories more inspiring and appealing to Indian consumers.

Myntra is striving to enhance and solidify its existing connections with current customers while simultaneously expanding its influence and presence into both emerging markets and significant urban areas across the country through this strategic partnership.

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