MAM
Hero Cycles, Cycle Agarbatti and Duracell associate with ‘PK’ for effective marketing
MUMBAI: This decade saw a number of in-film product placements as it has become the most pursued marketing strategy to gain prominence with every potential blockbuster.
Hero Cycles, Cycle Pure Agarbathies, and Duracell batteries have partnered with Rajkumar Hirani’s latest offering ‘PK’ in which these brands will be featured in a seamless manner. Go Fish Entertainment has been instrumental in getting these brands to associate with the movie.
Hero Cycles co-chairman and MD Pankaj Munjal said,” We are excited to be associated with the movie ‘PK’ which is one of the most anticipated movies this year. In the movie, Anushka Sharma’s character uses bicycles from Hero Cycles’ Miss India Jade range. The range has been especially designed to complement the taste of the new age girl and goes well with the character of Anushka in the movie. We look forward to the movie’s upcoming success and hope that our new range of cycles is equally well-received by the customers.”
Cycle Pure Agarbathies MD Arjun Ranga stated, “We take pride in being associated with the year’s most awaited chartbuster movie. With this partnership, we not only intend to build brand saliency, but also aim at connecting with the consumer at a more emotional and serious level”.
He further added, “While brands foresee entertainment as a serious platform to communicate, brand and media managers have been conscious about advertising in multiple platforms and blockbuster movies are looked upon as one of the strong platform for brand recall and reinforcing consumer trust”.
Go Fish Entertainment with more than nine years in the industry has built a strong equity in this domain, which is its forte and has been successful in getting various brands recognition and strategic presence via relevant tie ups with films. Emphasising on how subtly these brands have been affiliated with the movie script, Go Fish Entertainment director Sajay Moolankodan said, “Brand integration with Bollywood has been evolving in its courtship. The crux of this affiliation lies in identifying the right opportunity for placement of products in the movie, taking care that the products are not blatantly placed. A lot of brainstorming and research work goes into making it a perfect fit between the brand and the film. While we figured out that the integration of a prominent incense brand will match a temple worship scene in the movie, Anushka’s character in the script also seemed to be apt forthe attributes of the Miss India Jade Range of Hero Cycles.”
Producer and director, Rajkumar Hirani shared his thought about this association, “It is a pleasure to be associated with Hero cycles, Cycle Agarbathies and Duracell, as it was just the perfect fit for the scenes that we had envisaged in the film. As a result, all parties have derived value from this association without compromising on the viewing experience of the audience.”
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.
