MAM
MediaCom drives Ambi Pur through a refreshing activation
MUMBAI: Media agency MediaCom India has executed activation for the car freshener brand Ambi Pur. The idea was to explode the low involvement air-freshener category, by driving category relevance through disruption. The company also roped in Bollywood actor Neha Dhupia to be a part of the activation.
P&G home care brand manager Vidya Murthy said, “Riding on the fantasy of males to go on a drive with a diva was the key hook of the idea that MediaCom came up with. Multimedia amplification through RJs, ground event, print media is what drove scale for the activation.”
MediaCom business director, P&G planning Gaurav Virkar said, “In the category that talked only about air freshening, being ‘guest ready‘ by eliminating bad odours in the car was the platform that the brand found its ground on. The idea was to sensitise male consumers to be guest ready at all times with Ambi Pur in their cars.”
The campaign was carried out in November and December 2011. Radio and PR were employed as the media to spread the word about the initiative, and MediaCom associated with Fever FM for the ‘Freshness Drive‘.
The target customer for the brand is on-the-go male who spends a lot of time travelling in the car in clogged city roads. He is so busy with his professional or personal life that he finds little time to consider the ambience of his car as being a critical factor in car care. This audience is hooked on to radio while driving to office on weekdays, and hence, radio was identified to be one of the top priority medium for this activation.
For the execution, the first phase was to connect with the audience by creating the need for an air freshener in cars via stories on freshness by RJ mentions and spots. A poll was also conducted to select the celebrity that listeners would love to go on a drive with. In the second phase, the results on the most preferred celebrity were declared. Ambi Pur gift hampers were also given away.
To drive the message of being ‘car guest ready‘, Dhupia went out on the Delhi roads, asking for a lift from cars that were passing by. She decided to stay inside a car or get out on the basis of the freshness quotient of the car. Her journey was documented as live feed on Fever FM.
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.
