MAM
Kurkure signs Akshay Kumar as its new brand ambassador
National: Kurkure, one of India’s most loved snack brand, has notched up the quirk and humour quotient that it brings to its consumers with the introduction of leading Bollywood actor, Akshay Kumar, as its new brand ambassador. ‘Mr. Khiladi Kumar’ will be seen donning a number of fun and off-beat avatars as part of the new exciting campaign that the brand has in the pipeline to celebrate this ‘chatpata’ association.
Being the one-stop family-entertainer all through its 20-year long journey in India, Kurkure has always aimed to add a spark of ‘quirky masti’ into the everyday lives of its consumers through its wide array of delicious product offerings and innovative storytelling. Akshay Kumar is known for his dynamic persona and ‘jhatkedaar’ performances that aim to provide audiences with moments of quirk and entertainment in their daily lives. With a promise to add more fun and excitement to family-time, the brand will continue being the front-runner in terms of innovative storytelling, together with the dynamic personality of Akshay Kumar, who stands synonymous with the essence of Kurkure.
Speaking on the association, Mr. Dilen Gandhi, Sr Director and Category Head – Foods, PepsiCo India, said, “For over two decades, both Akshay and Kukure have entertained families across India and brought people together in an endearing as well as fun manner. We believe that Akshay Kumar personifies the brand tenets of Kurkure as both of them complement each other. By combining Kurkure’s chatpatapan with Akshay’s multi-faceted personality, we are confident to create a blockbuster association that will not only create non-stop humour but also deepen our engagement with the consumers.”
Sharing his excitement on coming on board as Kurkure’s new face, leading actor Akshay Kumar, said, “Kurkure for me has always been about fun and crazy times with family, and I am very excited for this association. The brand’s quirky and unconventional campaigns have stood the test of time and are remembered by one and all. I love entertaining the audience and am looking forward to adding zing and liveliness in a memorable and unique way with Kurkure”.
Staying true to Kurkure’s quirky and ‘masaledaar’ personality, the news of Akshay Kumar being on-boarded as the brand ambassador was revealed in a rather ‘hatke’ manner. Kumar was seen in a video on Instagram chanting “Twinkle, Twinkle sun na yaar, kuchh masaledaar leke aa raha hai Akshay Kumar” and posing with the Kurkure Masala Munch pack in a cheeky manner.
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.
