MAM
Post World Cup, Hindi GECs bounce back
MUMBAI: Facing bouncers and googlies from the cricket World Cup, India‘s Hindi general entertainment channels (GECs) have regained their old order in the television audience graph in the very first week after Dhoni‘s ‘Men in Blue‘ lifted the ‘Cup that Counts‘.
The Hindi GECs mopped up 1209 GRPs, after having lost 108 GRPs in the World Cup‘s final week run.
Star Plus has retained its pole position, after being ousted by Colors briefly for a week with a strategy that involved a cut down in ad inventory.
Star Plus led the week ended 9 April with 334 GRPs (261 GRPs in previous week), according to Tam data (HSM, 4+, C&S). It added 73 GRPs (gross rating points) and its new 10 pm show, Navya, clocked an average TVR of 3.4 in its debut week.
Star Plus also aired Star Parivar Awards on 3 April (Sunday), which clocked a TVR of 4.
Colors lost 51 GRPs and is back to its No. 2 position with 249 GRPs.
Zee TV, which was hit by the World Cup, added 50 GRPs tp close the week with 221 GRPs.
The channel launched a new show, Choti Si Zindagi, at the 7 pm band, which got an average opening TVR of 0.9. All its weekday shows saw an increase in viewership and ratings. It also aired two special episodes, which got good numbers.
Meanwhile, Sony Entertainment Television (Set) regained its No. 4 position by edging out sister channel Sab. Set added 32 GRPs to end the week with 152 GRPs while Sab, after adding 12 GRPs, took its week‘s tally to 139 (from 127 GRPs).
Imagine TV continues to find the going tough, ending with a 12 GRP loss to collect 58 GRPs during the week (70 GRPs previous week).
Star One and Sahara One were at 32 and 24 GRPs, according to Tam data.
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.
