MAM
Nielsen replaces Hansa Research to handle IRS
MUMBAI: The Media Research Users‘ Council (MRUC) has decided to award the Indian Readership Survey (IRS) contract to the Nielsen Company.
The decision was made on the recommendation of Readership Studies Council of India (RSCI). Earlier, the IRS contract rested with Hansa Research.
The formal award of contract will follow a process of legal due diligence. A comprehensive nine month process that began in November 2011, with the formation of the RSCI by its sponsors, the MRUC (Media Research Users‘ Council), and ABC (Audit Bureau of Circulation) preceded the decision.
The process involved the active participation of 20 senior representatives of advertisers, agencies and publishers who served on the RSCI managing committee, as well some of the sub committees formed to vet every aspect of the submissions – from technical superiority to fieldwork integrity, research cost, organisation strength and stability. Another 24 senior industry professionals contributed to the technical deliberations, under the chairmanship of the technical committee Paritosh Joshi.
Joshi said, “Proposals were received from the most hallowed names in the media measurement universe and the quality of submissions was uniformly high. The knowledge and skill on display drew upon the very finest professional capability available globally. Developing an RFP award recommendation was an unusually challenging task. The Nielsen Company proposal, that has won the approval of the Council, was exceptional in its methodological rigour, comprehensiveness and future readiness. The design recommendation and resources committed to the project should enable the Indian Readership Survey to reassert its position of preeminence in Indian media measurement.”
RSCI chairman Lynn de Souza said, “Our objective through the process was twofold – one, to achieve the construct of a study that would be the gold standard all over the world in readership measurement. And two, to involve all industry stakeholders in the decision making process with a spirit of collaboration and teamwork. The months and years ahead will present several challenges as we introduce a first ever data capture system – the Dual Screen CAPI (Computer Aided Personal Interview) – a system that will reduce interview time, respondent fatigue and confusion, and interviewer bias of any kind.”
She added, “I am overwhelmed by the seriousness and commitment of the many industry seniors who gave freely of their time on weekends, and holidays as well, to help the RSCI arrive at a decision. Thank you would not be enough. Ravi Kiran, our marketing chairman, was also very helpful in enabling us to identify new revenue sources given that the new IRS will be captured, stored, disseminated and analysed digitally.”
Nielsen India MD – media Prashant Singh said, “The MRUC‘s belief in the innovative techniques and technology proposed for the forthcoming Indian Readership Survey will certainly transform market research in India, improving quality and the effectiveness of gathering and applying consumer insights for businesses and marketers. Nielsen is honoured to have been chosen as its partner in this landmark study that will no doubt shape all future research across India.”
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.
