Brands
Mars Cosmetics takes love to new heights with Cloud Kiss
MUMBAI: Mars Cosmetics has taken product launches off the ground, quite literally, with the unveiling of its latest innovation, Cloud Kiss Soft Matte Lipstick. In a move that blends romance with spectacle, the beauty brand revealed the new lipstick through a sunrise hot air balloon proposal, marking a first for India’s beauty industry.
The launch played out like a dream brought to life. At dawn, a couple ascended into the sky aboard a pastel-toned hot air balloon branded with Mars, floating amid soft clouds and golden morning light. Mid-air, the proposal unfolded, with the bride-to-be receiving the Cloud Kiss lipstick as part of the moment, turning a personal milestone into a powerful brand reveal.
Designed to mirror the product’s cloud-soft formula, the campaign aimed to translate texture into emotion. The gentle glide of the balloon and the intimacy of the proposal echoed the lipstick’s promise of comfort, tenderness and effortless wear.
Mars Cosmetics marketing team, said Cloud Kiss represents more than a new addition to the brand’s portfolio. She noted that the unconventional launch reflected Mars’ focus on balancing comfort with performance, while pushing creative boundaries in how beauty stories are told.
The entire experience was captured using drones and aerial filming, creating sweeping visuals that matched the romance of the moment with a sense of polish and sophistication. These visuals will form the backbone of the brand’s upcoming promotional campaign, positioning Cloud Kiss as a lipstick that feels as memorable as its unveiling.
With this sky-high reveal, Mars Cosmetics continues to rethink how beauty launches connect with consumers, turning product introductions into moments that linger well beyond the first swipe. Cloud Kiss Soft Matte Lipstick will be available soon across Mars Cosmetics outlets in India.
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.
