MAM
TVS Radeon unveils the new campaign with Pankaj Tripathi
Mumbai: The new age commuter motorcycle by TVS Motor, TVS Radeon has launched a new campaign featuring Pankaj Tripathi. The campaign highlights the impressive new features of its latest variant. Conceptualised by Lowe Lintas Bangalore, the ad film delivers the brand’s message using subtle humorous gestures.
In the film, Lowe Lintas portrays Pankaj Tripathi delivering the brand’s message through gestures and minimal dialogues. The features are showcased through the actor’s actions in a way that would intrigue the customers and keep them engaged, generating a strong brand recall. The narrative lands on the communication message – “Samajhdar ko ishara hi kafi hain” – suggesting how the product speaks for itself without any additional endorsement.
The ad film showcases the new TVS Radeon as India’s 1st 110 cc motorcycle to have the multi-colour reverse LCD cluster. This reverse LCD cluster comes with a real time mileage indicator (RTMi) that enables the user to control the mileage according to riding conditions. Apart from RTMi, there are seventeen other useful features in-built in the digital cluster like service indicator, low battery indicator, top/average speed, USB charger, etc. The new Radeon also comes equipped with proprietary TVS Intelligo (ISG and ISS system) as a variant, delivering an unmatched riding experience and superior mileage. The vehicle continues to ensure best in class comfort for the long-distance riders owing to its longest seat in the category.
Commenting on the maiden campaign, TVS Motor Company senior vice president – marketing Aniruddha Haldar said, “Radeon is designed to deliver comfort and convenience for the everyday commute, With the addition of reverse LCD cluster with RTMi, the bike enables you to take control of your mileage delivery. In today’s context with rising fuel costs, this unique feature will be loved by the consumers. The new film showcases the advantages of these features with subtle humour. The film beautifully captures the essence of the product and Pankaj Tripathi delivers the message in his inimitable style.”
Speaking about the creative thought behind the campaign, Lowe Lintas chief creative officer Sagar Kapoor said, “In a category that is always talking about something new, our challenge was to find an interesting way to talk about the new features in Radeon. We decided that instead of spelling out all the details in a conventional way, we will leave it to the intelligence of our audience to understand what is new. That’s how we landed the campaign idea, ‘Samajhdar ko ishara hi kafi hain’. Pankaj Tripathi became the obvious choice to play Bhaiyyaji in the campaign because of his signature style of communicating a lot just through his gestures.”
TVS Radeon was launched four years back, in 2018, and has crossed many milestones since then with its sturdy build, robust style and plush comfort. The brand has always tried to stay ahead of the curve – be it through their dual tone edition launched at the beginning of this year or the new RTMi feature.
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.
