MAM
Chhattisgarh Tourism Board empanels three agencies for its creative account
NEW DELHI: Following a prolonged battle, spanning over two months, Chhattisgarh Tourism Board seems to have chosen three agencies for its creative account. The three empanelled agencies are Euro RSCG, Grey Worldwide and Ogilvy & Mather.
According to a source from the Chattisgarh Tourism Board, the creative account has been decided on the basis of creative inputs presented by the agencies. For the pitch, more than 25 agencies were invited.
“The decision regarding creative account has been taken and three agencies – Euro RSCG, Grey and Ogilvy & Mather have been selected. We are yet to decide on the media planning and buying account. But, in all probability, the account will be allotted to media house of any of these three agencies,” said the source, who spoke on the condition of anonymity.
According to the information available, Chattisgarh Tourism Board is following a hectic schedule for improving its infrastructure. Recently, it was announced that Air Sahara will commence daily flight connecting Raipur to Kolkata and Delhi, to be inaugurated by the chief minister of Chattisgarh, Ajit Jogi on July 23. The tourism board is also in touch with Taj Hotels.
In order to encourage aviation activities in the state and enhance the air connectivity to and from Chhattisgarh, the state government reduced the tax on ATF (Aviation Turbine Fuel) from 25 per cent to a minimal four per cent.
On the strategy, the source added, “We have more or less worked out our strategy. We want to sustain the equilibrium between tourism and the lives of people in tribal areas (Bastar, Jagdalpur, the Chitrakot falls and the Kutumasar). We don’t want to spoil the daily routine of people residing over there. It’s a place which is known for greenery and forestation, and also cleanliness.”
“Following consolidation of infrastructure work, creative work will commence. We are yet to brief agencies but expect to do it this month.” The size of the account, too, hasn’t been finalised.
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.
