MAM
Promax&BDA seeks to find the ‘sticky stuff’
MUMBAI: The second edition of the television branding and promo event Promax&BDA India kicked off this morning in Mumbai.
The two-day session was inaugurated by president and CEO Jim Chabin and Star India COO Samir Nair. As a promotional tool Apple gave away two Ipod products to two winners.
Speaking on the occasion Nair said, “This is an exciting time to be in the television industry. Last year 25 channels launched. Things were far more quiet 10 years ago when I joined. There are 61 million cable homes in the country. Each year 10 million TV sets are bought. This represents a huge opportunity for everybody in this room to create compelling content. I do believe that the demand for compelling content outstrips supply.”
Nair, however, noted that with fragmentation hooking an audience would become increasingly difficult. “Therefore it is important to get the sticky stuff. This conference will explore how marketers and content creators can do that. The Indian satellite television industry is 13 years old. Take work seriously but not yourself. Have fun in life and live on the edge.”
Promax has also released a book for last year. It has pictures of all the events that happened last year including India. A reel was also shown that created by Promax. It showed the trends in the country’s television landscape. One of the shots lightly spoofed the transformation phenomenon of Jassi as well as generation leaps in stories and cricket as well as Bachchan. A man with spectacles keeps saying that this is his TV home.
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.
