MAM
Content chapter closes as OMG India CCO Shailja Varghese signs off
MUMBAI: When the story shifts behind the scenes, the industry takes note. Shailja Varghese, chief content officer at Omnicom Media Group India, has exited the organisation, marking one of the earliest senior-level departures during a phase of structural change for the global media network.
While the timing overlaps with Omnicom’s consolidation following its acquisition of IPG, sources close to the development say Varghese’s exit is not linked to the integration exercise. Her next professional move is yet to be announced.
Varghese brings nearly two decades of experience across television, digital, entertainment and branded content. Her career spans leadership roles at major global media and entertainment companies including ZEEL, Warnerwater SEA, National Geographic Channels, Discovery Communications, UTV Network, and multiple content agencies across the Asia-Pacific region.
Varghese joined Omnicom Media Group India in 2021 as Head of Content and was later elevated to chief content officer. During her tenure, she played a key role in shaping and scaling the network’s content offering under the unified OMG Content framework. Working closely with group agencies such as OMD and PHD, she helped integrate data-led insights with creative storytelling to deliver cross-platform content solutions for clients.
Beyond operational leadership, Varghese has been a visible voice in industry conversations around content, performance storytelling and brand-building. She has contributed to global forums such as the Cannes Entertainment Festival, served on advisory bodies including the Content Marketing Summit APAC, and is also known for her work as a podcast host and inclusive writer.
Omnicom Media Group India did not respond to queries seeking comment at the time of filing this report. Further updates are awaited.
As media networks recalibrate for a more integrated, data-driven future, Varghese’s exit signals the close of a significant content chapter and the opening of a new one, yet to be written.
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.
