MAM
INOX Launches ‘Megaplex’– World’s First Multiplex With Maximum Formats & Experiences
MUMBAI: INOX Leisure Ltd. (INOX), the fastest growing multiplex chain of the country, today launched ‘Megaplex’, world’s first multiplex with maximum number of movie viewing formats and experiences at Inorbit Mall Malad in Mumbai. The 11-screen spectacle built over 60,000 Sq Ft with a total seating capacity of 1586 seats, is Mumbai City’s largest multiplex. Megaplex, with 6 experiential cinema formats, is easily the largest assortment of cinema experiences in the world, and has the capability to screen 60 shows and entertain an audience size of 6000 guests every day.
Inspired by its brand proposition of “LIVE the MOVIE”, INOX has created this massive experience-driven entertainment destination, which potentially will become the most popular multiplex in the country in the times to come. Designed to deliver lifestyle experiences, the Megaplex will stand as an epitome of ‘Luxury’, ‘Service’ & ‘Technology’, fulfilling the cinema needs of viewers of all age groups.
Across the 11 screens, the Megaplex offers an attractive mix of internationally acclaimed and INOX’s homegrown formats.
– INSIGNIA: INOX’s 7-star format offering the most luxurious movie viewing experience with leather recliners, butler on call, laser projection and an exceptional dining catalogue, serviced by a LIVE kitchen.
– Kiddles: A format specially curated for the little guests, Kiddles has bright & vibrant seats and interiors, along with a lobby, where kids can even rejoice and celebrate.
– ScreenX: World’s first multi-projection technology, offering a 270 degree panoramic viewing experience, with projection on three walls of the auditorium.
– MX4D: The format which offers the most advanced immersive environment where viewers feel the action happening on screen from the 14 built-in motions and effects programmed in the seats and the theatre walls.
– IMAX: the most immersive movie experience in the world, with heart pounding audio, 40% larger image, a dual projection system, highest quality 3D and remarkably striking interiors
– Samsung Onyx LED: World’s first cinema LED technology, with 10 times brighter visuals and JBL’s surround sound.
– Dolby ATMOS sound and Laser Projection in the mainstream auditoriums complete the cinematic offering
Megaplex will also be a go to destination for innovative F&B concepts and an elaborate gourmet selection. The menu possesses cuisines ranging from Indian, Lebanese, American, Oriental, Italian, Grill and Thai, besides a whole range of beverages, pop corns and nachos. From in-cinema fine dining experience at INSIGNIA serviced by a Live kitchen, to the Onyx Diner, India’s first single serve buffet spread in a multiplex; the options are varied. Another range of food offering comes from Café Unwind, which serves freshly brewed coffee, detox juices, burgers, sandwiches, ice cream and even waffles. While the F&B counter in the Kiddles lounge would delight with a kids-only menu, the counters operated by some handpicked food brands will complete the gourmet journey, which is highlighted by more than 12 cuisines and around 250 preparations to choose from.
As an architectural masterpiece in the cinema space, Megaplex lays a perfect example of encapsulating a remarkable design diversity while revolving around its festive and exuberant feel, which neatly stitches together, its 5 expansive lobbies. The high street inspired interiors with ample open spaces will offer a delightful experience to the movie buffs as they walk up to their auditoriums. The biggest design attraction stands in the form of a stunning installation made of golden colored gilded pipes. The structure oozes grandeur and adds an element of infinity to the destination.
With 11 screens, potentially casting 60 shows, and entertaining an audience size of 6000 guests every day, Megaplex will offer a huge opportunities for advertisers. The abundant LED displays and the 5 expansive lobbies will allow the advertisers to run experiential campaigns integrated with on-screen advertising.
Speaking at the launch, Mr. Siddharth Jain, Director – INOX Group said, “Megaplex is a momentous leap, not only in the Indian cinema’s rich landscape, but even in a global context. As the multiplex with the largest assortment of cinema formats in the world, Megaplex solidifies INOX’s position as a force in the global cinema business. With its strong touristic appeal, Megaplex will potentially become a must-visit destination in Mumbai for cinema lovers across the world. I also take this opportunity to thank all our technology partners for their contribution in this journey. I also congratulate my team, which has done an exceptional job of putting this marvel together.”
Mr. Alok Tandon, Chief Executive Officer at Inox Leisure Ltd. said, “The launch of Megaplex at Mumbai is an extremely important and strategic business milestone for us as it paves the way for more such large format experience drive entertainment destinations. The 11 screens will allow is to cast about 60 shows and entertain about 6000 guests in a day. As a cornerstone of our ‘experience’ strategy, Megaplex would strengthen our bond with our patrons, while offering them grand and global formats, tantalizing dining options and above all, happy memories.”
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.
