Brands
Deconstruct honours neighbourhood barbers in ‘Bring Back Barber shops’
BENGALURU: Deconstruct Skincare has rolled out a new brand campaign, Bring Back Barber shops, paying tribute to neighbourhood barber shops: longstanding spaces that have shaped grooming rituals, trust and everyday human connection for generations of Indian men. The digitally amplified campaign showcases local barbers as the original grooming influencers, long before algorithms and social media took over.
The campaign features three real barbers from south India, speaking in Kannada, Telugu and Tamil. Through their own voices, they reflect on decades spent behind the chair, the customers who became family, and the quiet continuity of routines built in the 1980s and 1990s: same shop, same barber, same unspoken understanding. The films capture barbershops as cultural fixtures: places where conversations flow freely and care is personal rather than transactional.
Set against the backdrop of shrinking neighbourhood businesses, the campaign acknowledges the pressures faced by local barbershops over the past decade, many of which have shut down. It closes with a gentle call to action, urging viewers to return to and support their neighbourhood barber. Deconstruct’s oil-free moisturiser appears subtly at the end, positioned as a modern replacement for the familiar sting of traditional aftershave, fitting seamlessly into an existing ritual rather than disrupting it.
Deconstruct founder and chief executive officer Malini Adapureddy, said the idea was to honour, not overhaul, men’s grooming traditions. She added that the campaign recognises the barbershop as a place of care and trust, with products designed to integrate naturally into rituals men already believe in.
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.
