MAM
Vishal Kumar returns to Madison World as VP, digital business (N+E)
Former Leapx.ai co-founder returns to lead digital growth across north and east markets
GURUGRAM: Madison World has welcomed back a familiar face. Vishal Kumar has been appointed vice president of digital business for the north and east portfolios, marking a homecoming to the agency where he once led non-traditional media solutions.
Based in Gurugram, Kumar will steer digital transformation and integrated marketing efforts across key markets. His brief is clear: tighten the link between media, data, technology and commerce, and turn that mix into measurable growth for clients.
He returns after a stint on the entrepreneurial side of the table. As co-founder and chief executive officer of Leapx.ai, Kumar built the DAC platform, a conversational multi-agent AI designed to simplify and optimise paid digital advertising. The experience added a start-up edge to his otherwise agency-heavy résumé.
Before Leapx.ai, Kumar spent over a decade in senior digital roles across GroupM, Wavemaker and Motivator, working on brands such as Apple, Sennheiser, Cars24 and Havells. His work ranged from e-commerce rollouts and data strategy to social, content and programmatic campaigns.
With this return, Madison World is betting on a blend of old familiarity and new-age thinking. For Kumar, it is less a new chapter and more a sequel, this time with a sharper digital script.
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.
