MAM
India’s Got Talent set to roll with 11 sponsors
MUMBAI: Colors has completed its sponsorship roster, signing up 11 advertisers for its talent hunt show India’s Got Talent which begins 22 September.
The broadcaster has roped in Maruti Suzuki as presenting sponsor and Hindustan Unilever as the powered-by sponsor.
It has got nine associate sponsors on-board including Amul Macho, Chutki (mouth freshener), Bisleri, Apollo Tyres, Toshiba LED TVs, Tata Motors (Commercial Vehicles), Kinder Joy, HomeShop18 and Lux toilet soap.
Sources in Colors said the official sponsors will consume 70 to 80 per cent inventory and the balance will be to spot buyers at a premium.
IGT will replace ‘Zindagi Ki Haqiqat se Amna Samna’ which will move to 11 pm slot. It will be up against Dance Ke Superkids and Fear Files (both Zee TV) and C.I.D on Sony Entertainment Television (Set).
Produced by Freemantle, India’s Got Talent will air every Saturday and Sunday at 10 pm. The show provides a platform to talented individuals to perform song, music, dance, mimicry, gags, mime, puppetry, ventriloquism, and magic.
Judged by Kirron Kher, Karan Johar, Malaika Arora Khan and Farah Khan, the show is hosted by Manish Paul and Cyrus Sahukar. The winner of the show will get Rs 2500,000 as the prize money.
Marketing blitz
Colors is spending close to Rs 70-80 million on marketing the show. Being a big-ticket property, it is being promoted across all platforms.
As far as below-the-line marketing goes, Colors had organised ‘Hunar-Divas’ in Lucknow, Ahmedabad and Indore. To drive this activity, the broadcaster has partnered Big FM.
“This is a parade of talent taking place in these cities where 100-150 people will get a chance to showcase their talent. We are aiming to reach out to 3000-5000 people in each of these cities,” Colors marketing head Rajesh Iyer said.
Since the launch of the show coincides with Ganesh Festival, the channel is promoting the show by putting up banners at major Ganpati Pandals in Mumbai. The show is also being promoted in select schools in New Delhi.
Promos of the show will run on channels outside the network (Network18 and TV18) with more than 6000 spots on 44 channels in addition to more than 1500 spots on its own network channels.
Besides television, the broadcaster will roll out ads in leading newspapers across Hindi speaking markets (HSM). IGT hoardings will be put in as many as 700 OOH sites across 22 cities.
The promos of the show will also be aired during the screening of Kareena Kapoor-starrer Heroine during 3500 shows across 475 screens.
Colors is creating a roadblock on YouTube on the launch day. It will do a roadblock on direct-to-home platforms Dish TV and Tata Sky for three days from 20-22 September.
On Dish TV the promos of the show will appear between 8:45–9 pm while on Tata Sky they will air from 9:45-10 pm.
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.
