MAM
Emami’s Q1 ad spend up 8.3% to Rs 634 mn
MUMBAI: Kolkata-based Emami has upped its advertising and promotion expenses for the quarter ended 30 June 2012 by 8.28 per cent to Rs 634.2 million.
While the advertising budgets have increased, the percentage to sales has decreased marginally by one per cent. For the first quarter of FY‘13, the company spent 19.7 per cent of its revenue on advertising.
Emami has recorded the smallest YoY spike in advertising expenses among its peers for the first quarter of the financial year. Marico leads the pack with an increase of 61 per cent, followed by Dabur’s 51 per cent. In third place is Colgate with an advertising spend hike of 32 per cent, just ahead of HUL at 30 per cent. Procter and Gamble’s quarterly results are yet to be announced.
Emami’s quarterly revenue for Q1 FY‘13 stood at Rs 3.39 billion; 14.14 per cent more than Q1 FY12’s Rs 2.97 billion. Profits also saw a spurt of 12.3 per cent from Rs 415 million in Q1 FY‘12 to Rs 466.1 million this year.
Recently, Emami roped in Scarecrow Communications to handle the creative duties for its edible oil brand Tasty and Healthy. The other agency on its roster is Curry Nation which handles brands like Hairlife and Vasocare.
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.
