MAM
Madison “Mates” Tanishq with Amol Palekar’s ‘Paheli’
MUMBAI: Madison Communications youngest entertainment unit Madison Teamworks FP&e (Mates) has chalked out an extensive and intrinsic tie-up between Tanishq and Paheli starring Shahrukh Khan and Rani Mukherjea.
As a part of this tie-up, Tanishq has designed and supplied all the jewelry used in the film.
The film is directed by veteran actor Amol Palekar and is due to release on 24 June. The promotions will go on air from 5 June.
Tanishq will also be launching a special collection of jewelry inspired from the film Paheli in the market, which will be promoted via a campaign wherein footage from the movie will be used.
This joint promotion also envisages:
In-store promotions: the film ambience will be created in the store with posters, etc
Shahrukh Khan and Rani Mukherjea autographed letters will be given out to each purchaser of this collection
Amol Palekar will launch the jewelry in Delhi
The film acknowledges the contribution of Tanishq in the opening credits of the film
The program ‘Making of the Film’ will have Tanishq marketing head Ruchira Puri speaking about the association.
“We have been working almost exclusively for all the films coming from Shahrukh Khan’s production houses, so when we got a brief from them on Paheli, we realised that jewelry will be an integral part of the film. We were aware of Tanishq’s product strategy of going back in time to add newer dimensions to their collection. We saw synergies, since the film gave Tanishq an opportunity to create a special collection inspired by the film which consumers would like to possess and the promotion of the collection would help promote the film,” says Mates CEO Darshana Bhalla.
Puri, on the other hand said, “Tanishq brings together a unique understanding of Indian tradition and the Indian woman. Paheli offered us a great opportunity to create timeless jewelry for a timeless love story, which brings alive the colors of Rajasthan. It was a challenging project for team Tanishq. Madison was instrumental in working out this tie up with the producers of the film Red Chillies Entertainment.”
What is unique about this association is that it has been able to go beyond mere product placement, and an integrated marketing program has been conceived and executed.
“If we have to compete in global markets we will have to begin with inculcating a culture, which is conducive to such integrated marketing programs. We have worked with Darshana and Sooraj for a long time now and we are sure that they will always safeguard our interest along with that of the clients. Even SRK is very comfortable with them and we intend to do a lot of work together,” says Red Chillies executive producer Sanjiv Chawla.
Other movies that Mates has been involved with are Waqt (Zoom), Virudh (Aviva), Kya Kool Hai Hum, Munnabhai 2, Krrish, Phir Hera Pheri.
Tanishq is a Tata company, which has grown consistently to become a Rs 6 billion company.
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.
