MAM
Greenply introduces India’s first women carpenters
· Objective of the campaign:
To create conversations around a purposeful; real and inspiring topic that also motivates men and women to act differently when it comes to issues pertaining to Women
· Brief shared with the agency:
How can Greenply bring about a small but actionable change (instead of just a philosophical one) in the journey towards ensuring ‘empowerment’ and ‘equal opportunities’ for Women in India
· The Creative Approach:
Women often tend to underestimate what they can or cannot do. The creative idea was to challenge this perception as a Plywood brand, through a social experiment.
· Film Descriptor (i.e. describing the film):
Women were invited to an art gallery, where various objects were displayed inside a wardrobe. They were asked a simple question: Which of the things they saw were made by women. As each of the women inspected the objects, all guesses gravitated towards the objects, like clothes, food etc. Not one participant thought to assign the art of furniture making to a woman’s hands.
The big surprise then played out on a projection – a video showing the building of an actual wardrobe by India’s first all-women carpentry team from Archana Women’s Centre, right from the first steps to the final product. Shortly after, the women carpenters themselves emerged, and were introduced to the amazed participants.
· Excerpts from Spokespersons: This may include the Company spokesperson and Creative Director / Producer (on their experience of making the ad)
Speaking at the launch, Sukesh Nayak – Chief Creative Officer, Ogilvy India, said, “The seeds of patriarchy are sowed so deep that we still express wonder when we hear of women working in certain professions. Carpentry is one of them. We wanted to seize the opportunity to drive home the flaws in our ways of thinking. That’s why we chose Women’s Day as the right time to catapult this event.”
In this initiative to encourage more women to break the shackles of – what women can and what women cannot, Mr. Rajesh Mittal, Managing Director – Greenply Industries Limited (GIL) said, “Our partnership with Archana Women’s Centre is to provide expertise in various training programs such as mechanical skill, knowledge about newer techniques and critical thinking skills, which will develop the women workforce to meet all challenges of carpentry. At every phase, we attempt to find ways to empower and include women workforce in our ecosystem, where they can lead the plywood industry forward”.
Commenting on the partnership, Mr. Sanidhya Mittal, Executive Director of Greenply Industries Limited, further added that, “There is a huge opportunity for carpenters of every skill level in India for various woodworking and carpentry services. Through our association we will nurture them and provide vocational training to make them skilled professionals.”
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.
