MAM
The multi-billion-dollar price brands risk paying for a data breach
MUMBAI: As a large part of our day and indeed our lives moves online, brands are responding by relying more and more on digital technologies to deliver a unique experience to their customers. It is no longer a purely “real” world that we interact with, it is a mix of physical and digital experiences. And new tech like AI and AR (augmented reality) are only blurring those lines more. For brands, these shifts imply the need to re-evaluate even ‘hygiene’ aspects of their experience, like cybersecurity.
But what are the long-term and comprehensive implications of this shift- both for the consumers as well as the brands? A study conducted jointly by Infosys and brand consultancy firm Interbrand on cybersecurity and brand value impact attempts to shed light on some of these concerns. This has two implications: for consumers, it implies a quid pro quo – sharing personal information with brands for a personalised experience. For brands, it means the real and virtual have to coexist in creating this unique experience.
This is no longer just true for digital or tech brands like Google and Amazon, but also brands that were focused on offline. For instance, it is estimated that the amount of data shared online at the beginning of 2020 was a staggering 44 zetabytes.
The companies jointly released on Tuesday a report that examines the long-term impact of data breaches on value of the world's top brands across sectors, called ‘Invisible Tech. Real Impact’. The report reveals the world’s 100 most valuable brands could face a staggering potential risk to the tune of $223 billion due to a data breach. The report did not name the top 100 brands.
To quantify this risk, Infosys and Interbrand identified the brand factors most impacted when a company suffers a data breach – presence, affinity, and trust – and simulated the results using Interbrand’s proprietary brand valuation methodology. They found that technology, automobile and financial services industries might suffer a higher overall brand value at risk, whereas luxury brands and consumer goods face greater value at risk as a percentage of their net income.
Specifically, of the total possible value erosion, technology brands could lose the most – up to $29 billion brand value risk, followed by consumer goods up to $5 billion in brand value risk, automotive up to $4.2 billion, financial services up to $2.6 billion, and luxury goods up to $2.4 billion.
For a full copy of the report, please click HERE
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Interbrand India’s chief growth officer Ameya Kapnadak said the study evaluated parameters like financial value of the company, role and strength of the brand. “At the most basic level, a data breach instantly creates negative news about the brand, which can create a negative perception in social media and impact presence. In fact, we believe that the presence score is dented for every brand regardless of whether it is digital or physical,” he added.
The second significant impact that a breach has is on affinity. In case of a breach, customers might either stop engaging with the brand or reduce engagement. The report said as much as 85 per cent of customers would not deal with a brand after a data breach, while 65 per cent customers would lose their trust in the brand in the event of a data breach.
In Interbrand’s estimate, a breach might impact affinity scores between 0.5 points and 2 points, depending on the extent to which consumers engage with them digitally. The most significant impact of a breach, however, is on trust, which is at the heart of any strong relationship.
The report said that, traditionally, banks that handle large amounts of customer wealth may see up to 16-17 per cent of their brand value at risk. Tech brands also have nine to 12 per cent of their brand value at risk. This, in many ways, represents the ubiquity of these brands in everyday lives, with customers willingly sharing vast amounts of personal data with them, said the study.
Cybersecurity has been a hot topic of discussion, especially in the current times that we live in. Indeed, what was once an arcane subject that only the most seasoned of IT professionals would understand, has now spilled over into the lexicon of laypeople as well.
“The issue of cyber security is real and important. To quantify (this) financially was difficult. This report talks about that and also how other business segments should embrace security. We need to bring deeper commitment to this conversation,” said Infosys chief information security officer & head cyber security practice Vishal Salvi.
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.
