MAM
IDBI Federal launches new ad campaigns
MUMBAI: IDBI Federal Life Insurance has rolled out new advertising campaigns for its product brands, Wealthsurance and Incomesurance.
The campaigns break to catch up with the telecast of the current India-South Africa cricket series.
The new campaign for IDBI Federal‘s Wealthsurance Milestone Plan talks about the effect of this multi-faceted product without going into its details. Ogilvy & Mather is the creative agency for the ads.
Recently the company changed its name from IDBI Fortis Life Insurance to IDBI Federal Life Insurance and revamped its website.
Says IDBI Federal Life Insurance MD and CEO G V Nageswara Rao, “Wealthsurance has been our flagship product and is power-packed with benefits and options. Trying to explain all its benefits in less than a minute doesn‘t do justice to it. So we decided to create an intrigue about the product. With Ogilvy as our partners, we were sure to get clutter-breaking commercials”.
The campaign for Wealthsurance revolves around the strength of the products and conveys the message: Anyone who hears about it opts for it. The story board revolves around very unexpected people in the most unexpected situations, who hear about the product and opt for it.
The second campaign for Incomesurance revolves around a plot of a suitable boy coming to a girl‘s house seeking her hand in marriage. The base line “Guaranteed Income ki Bhavishyavani” sums up the entire story of how, in most investment options, it is hard to predict the exact returns that a customer gets in the long term, but that‘s not the case with Incomesurance.
Averred IDBI Federal Life Insurance national head – marketing and product management Amish Tripathi, “The critical objective for us is name recognition and a strong differentiator. Each of our products is designed to be unique and offer great value to our customers. Incomesurance is a unique product, now with a unique and charming proposition.”
IDBI Federal Life Insurance already has a distribution network of over 1494 branches through their parent banks, in addition to a sizeable network of advisors and partners.
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.
