MAM
TV industry may lose Rs 500-600 cr due to demonetisation
MUMBAI: The government’s move to not accept Rs 500 and Rs 1000 currency notes as legal tender may affect the TV industry in a big way.
A recent media report has estimated that the Indian television industry is to suffer a loss of Rs 500 to Rs 600 crore in advertising revenue as fallout of PM Modi’s decision to demonetise close to 86 per cent of liquid cash in the economy.
This is because several advertisers are postponing their campaigns scheduled to air in November and December due to a slowdown in consumer spending, a media buyer informed livemint.com.
As Colors TV CEO Raj Nayak puts it, “There is disruption in off-take of consumer goods & FMCG (fast moving consumer goods) products.” According to a press statement shared by Nayak, the situation is also affecting new businesses as most advertisers are “clueless as to how the market will evolve and respond.”
Dentsu Aegis Network South Asia chairman and CEO Ashish Bhasin feels that the reason for the cut back on the marketing spends could be the impact on sales that the demonetisation has had on the FMCG products.
Typically, the October-December quarter is the most active quarter accounting for almost 30 to 40 percent of annual billing in terms of advertising spends. With how things are, that is unlikely to be the case this year, a worried Bhasin said.
ALSO READ: Demonetisation: Housing, online payment gung-ho; others find solace in India’s larger interest
Brands
Big Bowl appoints Lyxel & Flamingo as social and media partner
QSR brand eyes next growth phase after crossing Rs 100 crore ARR milestone
MUMBAI: Big Bowl, one of India’s largest bowl-format quick service restaurant brands from Lenexis Foodworks, has appointed Lyxel & Flamingo (L&F) as its social and media partner as it prepares for its next phase of growth.
The partnership comes after the brand crossed the Rs 100 crore annual recurring revenue milestone in 2025 and aims to help accelerate its journey towards Rs 150 crore ARR in its fifth year since launch.
Big Bowl currently operates more than 250 kitchens across 50 cities and has emerged as a major player in India’s organised bowl-format food segment. Built around hearty portions and delivery-first convenience, the brand offers a wide mix of Indian, Chinese and fusion bowls designed for quick, affordable and portable consumption.
As urban consumers increasingly gravitate towards easy-to-carry and value-driven meal formats, the company sees the bowl category as a scalable format aligned with modern eating habits.
With the appointment of Lyxel & Flamingo, Big Bowl plans to consolidate its social media and digital media operations under a single partner. The move is intended to sharpen its digital reach, strengthen youth-focused storytelling and improve performance marketing outcomes.
Lyxel & Flamingo, one of India’s largest independent digital-first agencies, manages more than 350 brands and oversees advertising spends exceeding $100 million across its network.
Under the mandate, the agency will handle Big Bowl’s social media strategy, content development, digital performance marketing, media planning and buying, as well as campaign amplification across platforms.
Commenting on the partnership, Lenexis Foodworks founder and director Aayush Madhusudan Agrawal said, “Big Bowl has scaled rapidly to cross Rs 100 crore ARR and established itself as one of the largest bowl-format brands in the country. As a delivery-first, digitally native brand, our next phase of growth will be driven by sharper performance systems and stronger brand storytelling. Consolidating social and media with Lyxel & Flamingo allows us to integrate data, creativity and media precision as we scale towards our next revenue milestone.”
Lenexis Foodworks marketing head Vikas Iyer, added that the delivery-led category requires content, media and performance marketing to work closely together.
“With Lyxel & Flamingo, we aim to build a sharper social voice, stronger acquisition systems and measurable impact, ensuring the brand scales not just in presence but also in precision,” he said.
Lyxel & Flamingo chief executive officer Dev Batra, said the agency will combine data-driven marketing with creative storytelling to support Big Bowl’s growth. “Big Bowl brings the flavour, and L&F brings the fire. Our strategy combines data-led performance with engaging storytelling to help build a strong digital brand presence while delivering measurable business results,” he said.
With this partnership, Big Bowl is looking to strengthen its position as a digitally driven QSR brand, blending brand-building with performance marketing as it scales within India’s rapidly growing organised food delivery market.
