MAM
Times Group launches ‘India Poised’ campaign with Amitabh Bachchan
MUMBAI: Amitabh Bachchan is the face and voice of an integrated campaign launched by the Times of India Group across its media platforms.
The `India Poised-Our Time is Now’ six-week long campaign, in the 60th year of India’s Independence, kicked off on 1 January in the primt as well as its news channel, Times Now.
A special video featuring the star will also be launched as a public service campaign.The Big B’s baritone can be heard across Radio Mirchi FM channels in the country asking a billion Indians to seize the opportunity and ‘make 2007 the year of India.’.
Along with its television partner Times Now, the Times of India will try to delve into issues related to public governance, health, infrastructure, business and economy,environment, social sector and culture.The idea is to ask the right questions and come up with a complete action plan, states the press release.
According to the release, the India Poised campaign has a two pronged approach.While the media campaign focusses on unsung heroes like Jagdeep Chokar and Trilochan Sastry who introduced EW (Election Watch) into Indian electoral process and makes sure their inspiring stories are brought before the nation, the campaign also focusses on the “other face” of India. The campaign also allows the readers and viewers to nominate who they would consider the true face of India. Their stories will be covered both by the news channel and newspaper.
Apart from the newspaper and television medium, there is also a dedicated website www.indiapoised.com and a blog mytimesmyvoice.com. Readers and viewers can also express their opinions via SMS.
The campaign will see on ground events like panel discussions, debates, music contests and cuisine festivals.
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.
