MAM
Nmacc presents India’s first ice ballet, Nutcracker on Ice
MUMBAI: Mumbai’s festive calendar has found a new showstopper. The Nita Mukesh Ambani Cultural Centre has unveiled Nutcracker on Ice, India’s first full-scale ice ballet, bringing the world’s most loved Christmas story to life on a gleaming rink inside The Grand Theatre.
For the first time in the country, a purpose-built ice stage has been created within a theatre, hosting 23 international figure skaters of Olympic calibre. Set to Tchaikovsky’s timeless score, the production blends classical storytelling with high-adrenaline athleticism, transforming the familiar tale into a spectacle that feels both grand and surprisingly intimate.
Positioned as a limited-season Christmas tradition exclusive to Mumbai, Nutcracker on Ice aims to offer audiences something beyond the usual festive fare. Hand-crafted costumes designed for ice performance add visual flourish, while the choreography balances elegance with jaw-dropping speed and precision. The result is a show that appeals as much to families and first-time theatre-goers as it does to culture enthusiasts.
To build anticipation, the promotional campaign leaned into social-first storytelling, spotlighting the scale of the production and its once-a-year appeal. An influencer-led activation, conceptualised by Schbang and executed by the Nmacc brand team, added a playful twist. Popular food creators reimagined the Nutcracker in dessert form, including a festive hot chocolate recipe by baker Shivesh, drawing younger audiences into the narrative.
The buzz was further amplified through outdoor hoardings across key city locations, reinforcing the show’s status as a seasonal must-see.
Schbang president brand solutions Jitto George, said the focus was clear. The aim was to position the production not simply as another performance, but as the Christmas experience of the year. The novelty of watching elite skaters perform on real ice inside a theatre was central to making it part of people’s festive plans.
With Nutcracker on Ice, Nmacc adds another cultural milestone to its growing repertoire, proving that global-scale productions can feel right at home when crafted with imagination, spectacle and a touch of Christmas wonder.
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.
