Brands
#BoycottTanishq trends on Twitter for the second time
MUMBAI: After a big controversy over its Ekatvam (oneness) ad about an interfaith marriage, netizens have once again raised calls to 'Boycott Tanishq' on Twitter following the release of a 'no-firecracker Diwali' film by the jewellery brand. The latest ad features actors Neena Gupta, Alaya Furniturewala, Nimrat Kaur and Sayani Gupta.
In the video, the ladies are seen talking about the importance of being together with family, mithai, food and celebrating the festival of lights without any firecrackers. What did not go down well with netizens is the definition of Diwali by Sayani Gupta. She says in the ad, "I am hoping to be able to meet my mum after really long. Definitely no firecrackers, I don't think anyone should light any firecrackers. But a lot of diyas, lot of laughter hopefully and lot of positivity."
Teach a lesson to @TanishqJewelry
Majority Indians are thinking to take @TanishqJewelry head on & #ThisDiwali_BoycottTanishq
Many'll refrain themselves from buying anything from them.
They termed Hindus as violent in their apology last month
Let's show them our legal might pic.twitter.com/qXPVQQEOGG
— SantySingh6791 (@singh6791) November 10, 2020
On this, certain sections of social media criticized the brand for advising Hindus on how to celebrate the festival. BJP national general secretary from Karnataka CT Ravi lashed out at the jewellery brand and said, "Why should anyone advise Hindus how to celebrate our festivals? Companies must focus on selling their products, not lecture us to refrain from bursting crackers. We will light lamps, distribute sweets and burst green crackers. Please join us. You will understand Ekatvam," taking a dig at Tanishq's eponymous campaign.
Sayani Gupta took to Twitter to react to the controversy and the #BoycottTanishq trend and said, "Just witnessing how a universal issue of Air Pollution (at a terrible level right now especially in Delhi and NCR), getting politicised and bigotted in the name of religion!! Unbelievable!! What have they done to our country! This is what systemic hate does to people. #astounded."
Amid this widespread backlash, Tanishq withdrew the ad partially. The 50-second commercial has been withdrawn from Twitter and YouTube, but continues to be on the company's Instagram page.
Last month, the outrage brigade had accused the jewellery brand of promoting what they called 'love jihad' through an ad campaign.
The Tanishq 'Love Jihad' ad that has now been taken down. Disgusting! pic.twitter.com/QuS1XBTVIO
— Kashyap B (@YearOfTheKraken) October 12, 2020
Tanishq crafted a digital film that depicted the story of a Hindu woman, married into a Muslim family. In the advert, the young woman, expecting her first child, is escorted to the garden by her gracious mother-in-law for a baby shower ceremony. The young woman is surprised to see that the ceremony has been organised as per Hindu rituals. She asks her mother-in-law, "Par yeh rasam toh aapke ghar mein nahi hoti hai na? (But this ceremony is not celebrated at your place, isn't it?)," and is told, "Bitiya ko khush karne ki rasam toh har ghar mein hoti hai na? (The ceremony to make the daughter happy is held in every house, isn't it?)."
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.
