Brands
Admitad names Samrat Dutta commercial director for Apac
GURUGAON: Performance marketing platform Admitad has appointed Samrat Dutta as its new commercial director for the Asia Pacific region, betting on seasoned leadership to power its next phase of growth.
In his new role, Dutta will shape Admitad’s commercial strategy across Apac, one of the world’s most energetic digital markets. His brief includes driving regional revenues, deepening partner ties and expanding the company’s presence across key economies.
Dutta brings with him a sharp understanding of the digital advertising and agency ecosystem, built over years of leading commercial and sales teams across the region. Before joining Admitad, he held senior roles including country manager for Vietnam and business director for global agency solutions Apac, where he was known for blending market insight with hands-on client engagement.
“Samrat’s regional expertise and commercial instinct make him a strong addition to our leadership team,” said Mitgo managing director Neha Kulwal. “As we accelerate our Apac expansion, his experience will help us deliver greater value to partners and clients alike.”
Well regarded in digital and advertising circles, Dutta is recognised for his strategic thinking and focus on building practical, high-impact solutions.
“I’m excited to join Admitad at a time when performance marketing is evolving so rapidly,” said Dutta. “Apac offers enormous potential, and I look forward to working with teams across the region to unlock new opportunities and scale meaningful growth.”
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.
