Nom Nom Express, the pan-Asian quick-service restaurant (QSR) brand from Aspect Hospitality, has teamed up with filmmaker and television personality Farah Khan and her home cook Dilip as part of a brand engagement initiative while the chain scales its footprint to 50 outlets across India.
The brand’s focus on content-led engagement with Farah Khan — whose food-related videos have strong consumer recall — reflects a shift away from conventional celebrity endorsements toward collaborations that resonate with everyday diners and routine food experiences.
Nom Nom Express has been expanding aggressively in the value-driven QSR segment, targeting urban consumers with familiar Pan-Asian flavours, consistent quality and accessible pricing through both dine-in and delivery formats. The rollout of 50 outlets within a year highlights the brand’s strategy of scalable store formats and rapid deployment across metro and emerging cities while maintaining a consistent customer experience.
Hitesh Keswani, Managing Director of Aspect Hospitality, emphasised that Farah Khan’s relatable voice and honest food content align closely with the brand’s values, strengthening relevance among core audiences and supporting broader brand recall without high acquisition costs typical of traditional celebrity campaigns.
