MAM
EduMedia’s Decoding Kids Conclave to debut on 16 Jan
MUMBAI: Education company EduMedia has launched Decoding Kids Conclave 2013, a first-of-its-kind initiative in India, to provide a knowledge-sharing platform aimed at enhancing the understanding about kids amongst people who want to engage with them.
The first edition of the event will be held on 16 January in Mumbai with the theme ‘Marketing to Kids‘.
“Decoding Kids Conclave aims to answer some of the biggest whys related to the kids and how to go about effectively and responsibly engaging with them,” said EduMedia India Executive Director Tabassum Modi. “It will serve as a platform for those who are interested in knowing about the dynamic world of children.”
Decoding Kids Conclave will have an array of topics related to marketing to kids like research perspectives, digital marketing to kids, kids as future consumers, responsible marketing to kids, kids in advertising, rural marketing for kids products and unforgettable brand marketing campaigns to name a few.
These interesting and informative sessions will be held by renowned industry experts. Some of the speakers lined up include Prahlad Kakar (Ad Guru &Founder of Genesis Films), Pradeep Kashyap (CEO, Mart & President, Rural Marketing Association of India – RMAI) and Rajiv Chilaka (Creator of Chhota Bheem & Founder-Director, Green Gold Animation).
Said Prahlad Kakar, “I‘m looking forward to the Decoding Kids Conclave as there are going to be a lot of opposing points of view about the best way to deal with kids. Kids are actually like little adults – they have complete free reign but without the sense of responsibility.”
Pradeep Kashyap added, “Decoding Kids Conclave is a much needed initiative for the marketing fraternity to collectively try and decode what kids buy, who decides the purchase, other influencers and where do they buy. I compliment the organizers for taking this very timely initiative.”
Decoding Kids Conclave is expected to have participation from brand managers & developers, marketing managers, product developers & innovators, advertising agencies, event agencies, PR professionals, researchers, entrepreneurs targeting kids, TV Professionals and other professionals working in the kids segment.
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.
