MAM
GroupM & Kantar bring Wunderman’s Zipline to India, partner MobileWalla & Zapr
MUMBAI: Wunderman Data Services, a leading global data and analytics company, has announced its continued expansion with the launch of data activation platform, Zipline, in India. In partnership with WPP’s GroupM and Kantar, regional clients and marketers now have easier access to the data assets, insights and expert media targeting that can transform their ability to connect and interact with their consumers.
Through Zipline’s centralized data activation tools and the ability to integrate their own first-party data with multiple data sources, brands can build highly targeted audience segments to connect with their ideal customers across any channel.
Partnerships with MobileWalla, the largest consumer intelligence platform, and Zapr Media Labs, India’s largest media consumption repository, expand this targetable universe by bringing marketers a growing list of rich data assets, which are all available directly within Zipline’s Public Data Marketplace. Together, these companies are able to provide dynamic mobile audience data across demographic, behavioral and location intelligence categories.
“India is a strong market for our near and long term growth, and we’re particularly excited to be working with MobileWalla and Zapr Media Labs as we enter in to the region,” said Baldeep Singh, Country Manager, India at Wunderman Data Services. “These partnerships will play an integral role in making unique audience segments available to marketers throughout their campaigns.”
“We are thrilled to partner with an industry leader such as Wunderman Data Services and are excited to leverage the Zipline platform, which delivers world-class data activation capabilities for marketers in India,” added Anindya Datta, Chief Executive Officer for MobileWalla.
“The addition of MobileWalla and Zapr Media Labs in India furthers our ambition to help our clients combine their first-party data with unique data assets so they are better able to connect with their consumers in the moments that matter most,” said Jason Dodge, Managing Director, Global Markets for Wunderman Data Services.
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.
