MAM
Content Lab overhauls for brand-centric creative solutions!
Mumbai: In response to the evolving needs of the digital landscape and to better serve our clients’ diverse requirements, The Content Lab announced a strategic restructuring initiative that brings different solutions under focussed silos; Stir (Digital & Creative Agency), Carbon (Production backbone for TVCs/DVCs) and H2O (essential, scalable and snackable content creation – think Reels, Shorts & YouTube always on). This transformation underscores our commitment to delivering creative content solutions.
As part of this restructuring, the three verticals, Stir, Carbon and H2O will operate under a unified umbrella, The Content Lab, enabling seamless integration of services and enhanced efficiency. By leveraging the collective expertise of our multidisciplinary teams, we are poised to offer a comprehensive suite of solutions that spans from concept development to execution across various digital platforms.
“At The Content Lab, we recognise the evolving nature of the digital landscape and this restructuring will allow for a more efficient content-first approach for brands” said Vaibhav Mehta, founder and CEO. “This restructuring initiative will create a greater focus for each vertical, stronger collaboration between teams and sharper results for brands”.
The newly restructured entity will enable clients to access a wide array of services seamlessly, including creative strategy, scalable content creation, digital marketing, campaign conceptualisation, branding, ad-film production and more.
“With our integrated approach, clients can expect a seamless experience from concept to execution, enabling them to achieve their marketing objectives with maximum impact,” added Supriya Sehgal, co-founder and COO.
The restructuring also reflects our commitment to fostering a culture of creativity by encouraging greater cross-functional collaboration.
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.
