MAM
Bigg Boss 6 lifts Colors ahead of Star Plus
MUMBAI: Colors was at the top among Hindi general entertainment channels (GECs) in the second week of 2013, as Star Plus lived without its big spike show, Big Star Entertainment Awards.
In its finale week, popular reality show ‘Bigg Boss‘ gave Colors the leg up to recapture the top position after three weeks. Colors winded up the sixth season of its celebrity reality show ‘Bigg Boss‘ on 12 January with 4.4 TVR and ran for two-and-a-half hours contributing 22 GRPs to the overall numbers of the channel. The Salman-Khan hosted show, which airs for an hour per episode, averaged 3.3 TVR in the week ended 12 January compared to 2.8 in the trailing week.
As per TAM data (C&S, 4+, HSM), sourced by Indiantelevision.com from Hindi GECs, Colors got 245 GRPs (previous week 253) in the week, leading Star Plus by a slender margin of four GRPs.
Star Plus lost 46 GRPs in the second week compared to a week earlier. ‘Big Star Entertainment Awards‘, which was aired on the New Year‘s Eve, had added 41 GRPs to Star Plus‘ viewership to give it 287 GRPs.
Also, the average ratings of Star Plus‘ weekend dance reality show ‘Nach Baliye‘ fell from 4.3 TVRs (television ratings) to 3.6 TVRs in the second week. The other shows of Star Plus have seen minor fluctuations in viewership.
Colors lost eight GRPs as some of its fiction shows like ‘Madhubala‘ (3.6 TVR), ‘Parichay‘ (1.3 TVR) and ‘Sasural Simar Ka‘ (3.5 TVR) witnessed slight fall in the viewership.
Zee TV and Sony Entertainment Television (Set) jointly shared the third spot with 195 GRPs each. The two channels stood in the same position two weeks ago (in week 52) with 198 GRPs each. Zee TV lost 15 GRPs from a week earlier while Sony added 14 GRPs.
Set‘s popular game show ‘Kaun Banega Crorepati-6‘ aired the episode of the first Rs 5 crore winner this season on 12 January which notched a 5.1 TVR. The other shows of the channel like ‘Comedy Circus‘ (3.3 TVR), C.I.D (3.7 TVR) and ‘Bade Achche Lagte Hain‘‘ (2.3 TVR) too saw increase in eyeballs.
Zee TV‘s newly launched fiction property ‘Housewife‘ clocked 2.2 TVR in week 2 (previous week 2.5 TVR). The other shows of the channel like ‘Sapne Suhane Ladakpan Ke‘ (3.5 TVR) and ‘Hitler Didi‘ (2.2 TVR) lost viewership while ‘Qubool Hai‘ (2.7 TVR) and ‘Mrs Kaushik Ki Paanch Bahuyein‘ (1.8 TVR) saw improvement in ratings.
Multi Screen Media‘s second GEC Sab didn‘t see any change in ratings and ended week 2 with 150 GRPs, the same as in the previous week. Life OK was next with 117 GRPs, down three GRPs from a week earlier.
Sahara One with 25 GRPs (last week 23) continues to be at the bottom of the ladder.
Digital Viewership
In HSM, digital, 4+, market, Colors again is the leader with 253 GRPs (previous week 245 GRPs). Bigg Boss 6 finale notched 5.2 in digital market. Star Plus, which had climbed to No.1 spot in digital market on the back of ‘Big Star Entertainment Awards‘, slipped to No.2 position with 233 GRPs as compared to 275 GRPs in the previous week.
Sony was in the third spot with 202 GRPs, while Zee TV followed with 178 GRPs.
Sab‘s GRPs in digital were 143 and Life Ok 108 GRPs in week 2.
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.
