MAM
Dentsu Webchutney appoints Ajay Ahluwalia as ECD
MUMBAI: Dentsu Webchutney, the digital agency from Dentsu Aegis Network, has roped in Ajay Ahluwalia as executive creative director. He will be based out of the agency’s Gurgaon office. His last stint was with Contract Advertising where he handled some of the biggest brands in the country including Microsoft, Ten Sports and JK Tyres.
With over 20 years of cross-category, cross-platform experience along with a diverse set of exposure spanning sales, marketing, photography, martial arts, and naturally, creative, Ahluwalia is all set to lead the charge for the agency.
The keen motorcyclist and the black belt holder expressed his delight by saying, “I’m excited to join Dentsu Webchutney and the young brigade that is bubbling with energy to break the conventions with digital innovations.”
Not only has Ahluwalia launched brands like Samsung and Bacardi in India, but also has helped nurture names like NIIT, and set up Oxygen – one of India’s first agencies to engage in the digital workspace.
Commenting on Ahluwalia’s appointment, Dentsu Webchutney co-founder and chief creative officer Sudesh Samaria said, “It’s great to have someone of Ajay’s experience onboard in a digital environment, especially when the lines between mainline and digital are blurring as we speak. We look forward to him driving infectious ideas which resonate with the Dentsu Webchutney culture.”
Dentsu Webchutney remains by far, the most awarded agency. Webchutney’s clientele include Airtel, Flipkart, Quikr, Swiggy, Tetra Pak, Canon, Whirlpool, Indusind Bank, Red Bull amongst others.
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.
