MAM
Audi India appoints BBH as integrated agency
MUMBAI: Audi India has announced the appointment of BBH as its lead agency in India, handling mainline and digital work. The appointment follows a multi-agency pitch which took place towards the end of 2018.
BBH and Audi’s global partnership goes back 37 years with the brand being BBH London’s founding client in 1982. The alliance has birthed the iconic ‘Vorsprung durch Technik’, a line and ethos that is still used today and sits at the heart of every piece of communication from the brand. In 2018, BBH London won the Grand Prix at IPA Effectiveness Awards for its work on the brand.
The appointment comes as Audi looks to its next phase of growth in India and is looking to their communications strategy to help fuel that growth. With its breadth of integrated capabilities, BBH India will lead Audi’s brand communications across mainline, experiential, activations, digital and social media. A multi-channel, multi-faceted, fully integrated mandate in its truest sense that will evolve in line with Audi’s India business.
Commenting on this occasion, Audi India head Rahil Ansari said, “Audi is geared for an exciting year with a fantastic line-up of products and activities. While finding a partner, we were looking for someone that understands modern India and brings energy and disruptive thinking to the table. Audi and BBH have had a great partnership globally and the India team demonstrated a deep understanding of the local market and was able to translate that into exciting work across the consumer journey."
BBH India chief creative officer Russell Barrett added, “Audi is one of the founding clients of BBH. And the opportunity to create extraordinary stories, from the tiniest interaction to the final decision was something that genuinely excited us. We hope, along with Audi India, our bespoke, cross-functional, integrated team will help in crafting work throughout the customer journey. We look forward to a great partnership and the opportunity to bring to life the idea of progress through insightful stories and surprising technology.”
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.
