In a striking move that blends culinary ambition with street-smart marketing, Nom Nom Express—the Pan-Asian quick-service restaurant (QSR) brand from Aspect Hospitality—has launched a city-spanning campaign across Mumbai, marking a new chapter in its aggressive expansion plan. With 27 outlets already serving customers across Mumbai, Pune, and Hyderabad, and a target of 51 outlets by July 2025, the brand is now asserting itself through a bold multimedia blitz designed to connect with everyday Mumbaikars at every turn.
Since June 1, the campaign has been hard to miss. From fully branded local trains on the Western, Central, and Harbour lines to dozens of city buses and hundreds of auto-rickshaws wrapped in Nom Nom Express visuals, the brand has made a vibrant play for visibility across Mumbai’s most high-traffic transit systems. Simultaneously, radio listeners have been met with a catchy jingle aired during morning prime time on leading stations like Ishq FM, Red FM, and Magic FM, amplified by lively RJ endorsements. Digital streaming platforms have also come alive with Nom Nom’s presence, clocking more than five million impressions on Spotify and JioSaavn across the region.
This integrated approach, covering traditional transit media as well as digital and audio platforms, is reflective of the brand’s strategy to embed itself in Mumbai’s daily rhythm. From Bandra to Thane, from Churchgate to Chembur, Nom Nom Express is showing up in places where consumers already are—on their way to work, navigating traffic, or tuning in to their favorite music or morning shows.
According to Aksha Kamboj, Executive Chairperson of Aspect Global Ventures, the campaign represents more than a growth tactic—it’s about culture. “Nom Nom Express reflects how we see the future of food—fast, fresh, flavourful, and deeply local. We created this campaign to meet people where they are and make the brand part of their daily experience. Our mission is to build purposeful brands that don’t just live online, but become woven into everyday moments.”
Hitesh Keswani, Managing Director at Aspect Hospitality, emphasized that the brand’s aim isn’t just expansion—it’s connection. “Nom Nom Express is built for the real world—for people commuting, navigating city life, and craving quality Asian food on the go. This campaign has validated our belief that food experiences can be elevated, even in a quick-service format. The momentum we’ve gained is just the beginning.”
As Nom Nom Express continues its expansion drive across India, this ambitious marketing initiative signals a clear intent: to not just grow, but to belong—firmly and visibly—in the lives of modern urban diners.
