MAM
Cricket Attax sells over three million units
MUMBAI: Topps has announced that Cricket Attax, the Indian premier League‘s (IPL)’s official trading card game, has sold over three million units.
The Topps Company, which owns the Match Attax trading card game brand,launched the Indian and cricket version christened as ‘Cricket Attax’. The trading card game saw participation of more than 15000 kids through the ‘Cricket Attax’ championship which ran parallel to the cricket matches played in the stadiums.
The trading card game was available in locations such as McDonald’s, Hamleys, Reliance TimeOut, Planet M, Big Bazaar and Landmark stores, some of which were the location for the ‘Cricket Attax’ championship.
The company launched its collection with the biggest media plan on kids channels for any toy company this season which reached 80 per cent of the targeted audience in the 4 to 14 age group and garnered over a thousand GRPs.
The first edition of ‘Cricket Attax’ itself reached out to 50,000 families in 80 cities and sold three million units.
IPL chairman Chirayu Amin said, “As a tournament we all know that IPL has been hugely successful and has been patronized by men, women and kids. But the introduction of Cricket Attax gives the tournament a new dimension – it gets kids to engage with each other using the cards when they are not watching the game on TV. Cricket Attax is the official trading card game of the IPL and in the coming years we are confident it will reach many more kids”.
Topps International VP, Group MD Chris Rodman, who set up the Topps Indian business based in Mumbai, said, ”India presents a significant driver for Topps future global growth given India’s love of cricket and the IPL, the proliferation of media, an ever increasing level of disposable income and a consumer who embraces new categories of business such as collectables.”
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.
