MAM
AAAI prowess Digital Hackfest Workshop
MUMBAI: Advertising Agencies Association of India (AAAI) under the aegis of the AAAI Prowess initiative today announced a One-day workshop ‘‘Digital Hackfest – How to Power-up Brands in the Digital Space’’ scheduled for 26th May 2016 in Mumbai at the AAAI’s Training Centre at Lower Parel. This workshop will be led by Meera Sharath Chandra.
Today it is not about brands wanting to go digital but brands deepening their connect and co-creating experiences with their consumers across interesting and emerging digital apertures. Digital is more than a medium. It is a way of life. A whole new sphere where brands can sharply define their mission, personality, positioning and conversations with consumers. How can the digital strategy seamlessly dovetail with the brand intent? How can it be the heart of a totally integrated experience? How can we better understand the art and the science of digital engagement?
The workshop will be in four parts. First, a look at how our digital and physical worlds collide. Second, examining how brands can leverage the online space in impactful and meaningful ways. Third, an understanding of the role and power of social media. Fourth, joining the dots to create a holistic brand story. Every session will conclude with a fun hack on the theme.
Meera Sharath Chandra is Founder, CEO & CCO of Tigress Tigress – an agency that specialises in integrated communication with digital at the heart of the experience.
An integrated creative professional with 35 years of global experience, handling both MD and ECD responsibilities, Meera has over two decades of specialisation in the digital and integrated space. She has been an award winner and jury member at Cannes Lions, One Show, D&AD, Clio, Art Directors Club and New York Fest among others.
Meera has worked in the US, the UK, Hong Kong and India. As an entrepreneur, Meera has earlier run an Intel-funded dotcom enterprise servicing clients in the US, Europe and Hong Kong, leading a 250-strong team. She has been a member of global task forces on brands such as Nestle, Unilever, Ford and Citibank. She has specialised in UI/UX from the University of Maryland’s Human Computer Interface Lab.
Meera is invited to speak regularly at various international forums such as the Latin American Advertising Festival- Rio, Eurobest – Amsterdam and WHO – Geneva. She is also a pro bono contributor towards the WWF “Save The Tiger” initiative. She is a mentor at the School of Communication Arts, London.
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.
