MAM
Reliance Life Insurance, ICC, Room to Read launch campaign
MUMBAI: Reliance Life Insurance has joined hands with the International Cricket Council (ICC) and Room to Read – a global non-profit organisation committed to promoting literacy and gender equality in education, to launch the ‘Boundaries for Books’ campaign.
Reliance Life Insurance, will do the initiative – ‘Boundaries for Books’. It will contribute Rs 25,000 for every six hit during the cricket World Cup 2011. This donation will be made to Room to Read, towards establishing libraries and providing local language and English books to underserved children across India. Every single six will ensure that at least 30 children get access to fully functional libraries with books and trained teachers, thereby catalyzing a long-term revolution amongst young minds that will lead the future of India.
Cricket fans and the public in general will have the opportunity to contribute to this fight against illiteracy, through convenient payment gateways, details of which will be announced shortly.
The announcement, which builds on the ICC’s partnership with Room to Read that was unveiled last week, has received the support of a number of high profile players. These include Sri Lanka’s Angelo Mathews and Australia’s Shane Watson, who have become the first cricketers to become global Room to Read Ambassadors, while the likes of Mahendra Singh Dhoni, Sachin Tendulkar, Ricky Ponting and Dale Steyn have all recorded promotional messages for the ‘Boundaries for Books’ campaign.
Reliance Capital vice-chairman Amitabh Jhunjhunwala said, “Reliance Life Insurance is delighted to launch the ‘Boundaries for Books’ campaign in association with ICC and Room to Read to hit illiteracy for a six. Introducing the minds of disadvantaged young children to the enchanting world of books and the learnings they will get from that rare experience is a joy and privilege for us”.
India‘s captain, Mahendra Singh Dhoni, who along with the other 14 members of India’s ICC Cricket World Cup squad have recorded promotional messages for Room to Read, said: “The ‘Boundaries for Books’ campaign is an opportunity for all of India to get involved and bring their love of their country and love of cricket together for the betterment of our children. If every six I hit will allow children to access books and libraries, then there is no better inspiration for me to play my best!”
Room to Read founder and board chair John Wood stated, “It is a matter of great pride that prominent organisations like Reliance Life Insurance and the International Cricket Council are partnering with us to combat the significant challenge of illiteracy. These organisations are investing their resources in building awareness and making a change. Room to Read is honoured to be a part of this campaign and looks to all cricket fans to play a role in ensuring that the next generation can build their futures on the foundations of a quality education.”
Australia all-rounder and Room to Read Ambassador, Shane Watson said, “I am honoured to be associated with Room to Read and the ‘Boundaries for Books’ campaign during this year’s ICC Cricket World Cup 2011. I first got into reading when I was about eighteen, and I now realise how important it is for everybody to have the opportunity to have access to books. Room to Read is making reading a reality for millions of children – as they say ‘World Change Starts with Educated Children’– and I am committed to helping this organisation reach as many children as they possibly can.”
Sri Lanka all-rounder and Room to Read Ambassador Angelo Mathews said, “From the time the tsunami hit Sri Lanka, Room to Read has been with our children, ensuring quality education programs across the country. As an ambassador of this cause, I ask each of you to get involved and do what you can to make sure that the next generation is empowered with an education.”
Reliance Big FM, with a special ‘Hit illiteracy for a Six‘ segment, Big Cinema, Big CBS and various other Reliance ADA Group platforms will be used to reach across the masses. Prizes for top donors – such as invitations to a Reliance event in Mumbai with cricketers and other prominent personalities, signed memorabilia, photo opportunities and other incentives – will help propel the cause.
The public can stay informed about the campaign at www.roomtoread.org/worldcup. The payment gateway will be powered by HDFC.
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.
