MAM
Alcon launches ‘See Brilliantly, Live Brilliantly’ campaign
Mumbai: Alcon, the global leader in eye care, has launched a patient education campaign, ‘See Brilliantly, Live Brilliantly’, to increase awareness of the benefits of cataract surgery. Cataract surgery removes the cloudy cataract lens and replaces it with an artificial lens known as an intraocular lens, or IOL. The campaign highlights that the procedure presents a once-in-a-lifetime opportunity to restore vision to pre-cataract clarity while also correcting refractive errors such as presbyopia and astigmatism and reducing the need for glasses. A recent Alcon Eye on Cataract Survey shows that globally, many patients do not know they can choose from several types of IOLs to fit their unique needs, and in India, more than 1 in 2 people stated they feel older because of wearing glasses, highlighting a gap in patient understanding.
The key element of Alcon’s campaign is a brand film that captures relatable moments in everyday life of four aging adults whose life experiences are compromised because of cataract. The film goes on to show how their quality of life improves after cataract surgery with the use of advanced cataract solutions.
Commenting on the launch of this campaign, Alcon India country franchise head & county manager Amar Vyas said, “The Alcon Eye on Cataract global survey showed that globally and in India, vision is the most important aspect as people age. For adults aged 50+ years, cataract is the most common vision condition. Those awaiting cataract surgery look forward to going about everyday activities such as reading, driving, and using electronic devices with ease. Our campaign highlights that today, cataract surgery and advanced cataract solutions offer patients clarity of vision while reducing the need for glasses and positively impacting their lives.”
The campaign, conceptualised by Edelman India and Alcon, captures patients’ emotions when cataract gets in the way of pursuing their passions or cherishing life’s precious moments with family. Adhitya Veeraraghavan, Health Sector Head, Edelman India said, “The insight that drove this campaign is that cataract surgery is one of the most performed procedures, and yet, patients do not always understand the various lens options available or how choosing the right lens can affect the quality of vision and life post-surgery. Cataract surgery is a once-in-a-lifetime procedure that can help revive vision and vitality for patients. With people living longer, staying active requires eyesight that supports their lifestyle and vision needs. Our task was to educate patients about cataract surgery in an emotional and engaging way so that they can have informed conversations with their doctors.”
The campaign film will be uploaded on Alcon India’s new webpage. This portal will serve as a comprehensive guide for patients who want to know more or are preparing for cataract surgery. It contains blogs, articles and infographics designed to support patients and their caregivers with helpful information about every point in their journey, from diagnosis of cataract to the choice of IOLs before surgery and post-surgery care. The campaign will be activated across digital, social media, in doctors’ clinics and eye hospitals to ensure nationwide reach. Other elements of the campaign include patient stories and a QR code that makes it easy for patients and caregivers to access this content.
The campaign effectively captures the key findings of the Alcon Eye on Cataract global survey conducted this year in 10 countries, including India. Key findings among those surveyed include:
- 86 per cent of people aged 50+ years in India rank vision as the #1 most important aspect as people age
- 90 per cent are willing to invest in cataract surgery to ensure better vision
- Globally, 45 per cent and in India, 50 per cent of cataract patients felt that after surgery, their vision had become like that of someone much younger2
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.
