MAM
mFilterIt unveils its evolved brand identity
Mumbai: mFilterIt, a pioneer in ad traffic validation and brand protection solutions, is proud to announce its rebranding initiative, unveiling a revamped and evolved identity that reflects the company’s growth, innovation and commitment to adding trust to digital.
The company’s rebranding efforts are in response to the rapidly evolving digital ecosystem. The pioneering name in the ad verification market, mFilterIt has undergone this comprehensive rebranding process to reinforce its dedication to providing a trusted and transparent digital ecosystem.
Over the past eight years, mFilterIt has been the partner of trust and transparency for more than 100+ brands including some of the industry giants in BFSI, FMCG, and e-commerce sectors. With an evolved branding, the company aims to become the epitome of reliability and trust in the digital ecosystem leveraging cutting-edge technology and data.
As part of their rebranding strategy, they have developed a new visual identity with a refreshing and evolved logo, and brand colors that exude a sense of reliability, innovation and evolution. They have revamped their website retaining the core values and objectives with a mix of advancement, growth and efficiency.
mFilterIt CEO and co-founder Amit Relan states, “Our rebranding marks a significant milestone on the completion of an 8-year journey of empowering digital brands with trust and transparency. We are excited to introduce our new and enhanced identity, which represents our commitment to bringing a revolution in the digital ecosystem with the power of data, intelligence and technology to serve our clients better than ever before and help them advertise fearlessly.”
Staying in the front rows with the dynamic changes in the ecosystem, mFilterIt has expanded its product portfolio and introduced a collaborative V.O.P framework which represents verify, optimize and protect.
mFilterIt CTO Dhiraj Gupta further adds “This framework is created to revolutionize digital advertising with transparency, efficiency and protection at every touchpoint and combat the ever-evolving nature of threats and opportunities in the digital ecosystem.”
With a revamped identity, mFilterIt reaffirms its commitment towards creating a clean digital ecosystem and empowering brands with true data, transparent measurements and intelligent decision-making.
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.
