Brands
Sulekha’s anti-jugaad campaign works magic for the brand
NEW DELHI: Digital platform Sulekha, which released its ‘AntiJugaad’ ad campaign recently, has claimed that its business recorded a direct traffic on its portal that went up to seven times higher than the usual, after the digital campaign was launched on 11 January.
The ‘AntiJugaad’ ad received an overwhelming response across all digital platforms and was also trending on Twitter. The app download was also observed to be five times more over than the usual since the ad launch.
The next stage of the campaign that started this Monday, has seen the brand taking prominent space across all TV channels. This is supported by a high-decibel radio campaign across eight metros.
While the ad film urges users to Go #AntiJugaad and positions Sulekha as the place to get professional and credible service providers who believe in the same philosophy, the radio campaign extends this thought in a myriad of day-to-day service needs where people resort to jugaad.
It is a slice-of-life campaign where different people across different cities talk about how jugaad is their first resort whenever they feel that a quick fix would put a –band-aid’ on the problem and how it usually escalates into a major problem. The campaign also has an outdoor element that tries to increase recall of the brand and drive home the Go #AntiJugaad point deeper.
Sulekha vice president marketing Soumendu Ganguly said: “#AntiJugaad is not a campaign thought for us. From extensive research, we have realised that this is an innate nature of the target audience. When people move cities and as the cities grow, they do not know who to ask or where to look for quality service providers at reasonable cost. That is why they resort to quick fixes. We plan to change this behaviour in Indian population. We want jugaad to become part of mainstream conversations not as a sparse innovative solution but for what it signifies in daily life, a quick fix for lack of better options. Sulekha wants to be the ubiquitous solution to the cultural definition of India.”
“The ad has become a rage as there is something for everyone. The man in the house prides himself as somebody who has the solution to all problems and in the process of being this Superman, brings a lot of pain to the wife. The wife on the other hand identifies with this new bride who asserts herself as soon as something goes wrong in her new house. This is indicative of the current societal dynamics as well where the women in the house are the real bosses. The film also borrows from the other major trend we are seeing in Sulekha. India is ready to get their services done by professionals. Gone are the days when we would settle for something sub-par, we now want everything done properly and are even ready to shell out the extra buck for it. At Sulekha, we believe we are in the middle of very interesting times in this category and we are happy that the entire country is resonating with our message,” he added.
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.
