MAM
MICA plans workshops on television brand strategies
MUMBAI: The Mudra Institute of Communications, Ahmedabad and ratings agency TAM will hold a series of workshops on television broadcasting, over successive weekends beginning September 2002.
The joint programme is divided into three workshops, each of which is designed to give an insight into different aspects of TV Broadcasting Strategies from the perspective of media specialist agencies, advertisers and broadcasters. Targeted at the middle and senior management from TV Channels, ad agencies and media houses, the workshops will be held at the World Trade Centre in Mumbai.
The first workshop on Channel Selling and Media Agency Buying, to be held on 27 and 28 September will probe the experiences of agency buyers and channel sellers. The programme also intends to add to the knowledge base of both, in terms of new tools and methods of deal evaluation/creation, deal optimization, network deals, and evaluating/costing innovations, says an official release from MICA. The agenda will be supported by real life case studies presented by noted industry professionals.
The second workshop on Channel Research and Media Planning on 4 and 5 October, focuses on understanding audience behaviour, broad trends in media and on TV, specifically understanding those trends and working towards a better future. Understanding of media tools, trends in television ratings and media planning and research fundamentals, will be the other areas covered. The programme entails on the one hand, the media planner’s way of getting upclose with his/her brands in the process of developing a media plan and on the other hand, understanding how a channel researcher could study latest viewership trends to take business decisions for the broadcaster.
The third workshop on Channel Programming and Channel Marketing on 11 and 12 October, takes participants through the programming professional’s challenge of spotting the “winning horse.” The workshop will look at new ways of evaluating and quantifying successful programming and marketing of programmes. New concepts on promo planning, treating different audiences differently, and gauging shifting audience taste will also be discussed, says MICA. The six-day (three weekends) comprehensive program will focus on an interactive pedagogy, involving presentations, discussion on case studies, and interactive sessions between eminent speakers and participants, says the institute.
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.
