MAM
APL Apollo releases “Desh Ki Badhti Taqat” TVC featuring Amitabh Bachchan
Mumbai: APL Apollo Steel Tubes Ltd has proudly launched its new TVC campaign titled ‘Desh Ki Badhti Taqat’, featuring the legendary actor, Amitabh Bachchan. The TVC, envisioned by Crayons, highlights the forward-thinking trajectory of the company, focusing on solidifying its reliable and trustworthy connection with the customer base.
The Desh Ki Badhti Taqat TVC beautifully portrays the emotional connect between a grandfather and his grandson in a light-hearted narrative that draws parlance with the legacy and growth journey of APL Apollo through generations. This heartwarming story highlights the brand’s vision of being a leader in the structural steel tubes industry that values integral connections and the strong foundation they provide.
Speaking on this commercial launch, APL Apollo MD Sanjay Gupta said, “Our ‘Desh Ki Badhti Taqat’ TVC reflects the company’s journey on becoming the World’s largest structural steel tubes company along with deep-rooted responsibility towards nation building. We are proud to have Amitabh Bachchan as part of our journey, symbolising the strength and trust of our brand. Our vision extends far beyond being a homegrown success; it’s about sculpting a transformative narrative, where our innovation moulds a stronger, more resilient future.”
Amitabh Bachchan’s association with APL Apollo as its brand ambassador aligns perfectly with the brand ethos. His iconic presence resonates with the strength and trust that APL Apollo represents, reinforcing the message of resilience in the company’s product range. As an iconic figure loved across generations, Mr Bachchan’s role in the commercial amplifies the emotional chord that APL Apollo strikes with its consumer base.
APL Apollo chief brand officer Charu Malhotra, highlighted the strategic significance of the TVC, stating, “The Desh Ki Badhti Taqat’ TVC highlights the diverse product range of APL Apollo along with its role in building some of the most iconic structures, emphasising our significant contribution towards the nation’s infrastructure. On top of that, Amitabh Bachchan’s larger-than-life persona adds an extra layer of credibility and resonance to our brand message. This commercial isn’t just about structural steel tubes – it’s about fostering a deeper connection with our audience. Looking at the future, we will be running a 360-degree campaign across TV, Print, OOH, OTT and Digital platforms, to engage with the masses.”
APL Apollo’s dedication to innovation, quality, and customer-centric approach remains at the forefront of its operations. Therefore, the “Desh Ki Badhti Taqat” TVC portrays the brand’s growth-oriented trajectory and its efforts towards making permanent relationships in the industry while contributing to the nation’s strength.
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.
