MAM
Trinetra Focus to revive SIL’s digital communication
MUMBAI: Scandic Foods India has roped in Trinetra Focus Communications as the digital agency on record for its jam and processed foods products brand SIL. The account win is the result of a multi agency pitch called by the brand.
Trinetra Focus, the digital arm of Focus, will be consulting and managing the integrated online approach for the brand. The mandate includes managing of social media, SEO and digital advertising to create an effective impact amongst the audience for the brand. The team will adapt an integrated approach that will focus on creating consumer engagement and also generate returns on investment wit he help of the digital medium.
The company‘s media agency on record is Aegis‘ Carat Media. The agency won the account in 2010 and the media spends by the Scandic India are in the range of Rs 80 to 100 million.
SIL has had some prominent television ads in the past, but the brand has been dormant in its media presence for almost a year or so now. The brand divested by Marico Ltd in 2008 to Danish subsidiary of Good Food Group A/s Scandic India.
An official from Carat informs, “The brand has been quiet for some time. There are plans to relaunch the SIL brand with its entire gamut of products, including jams, ketchup, sauces, dressings and canned foods. The company is just waiting to iron out the creases in its distribution chain.”
Trinetra Focus vice president Harsh Wardhan Dave said, “The brand intends to revive its communication and wants to start with the online medium. The goal will be to relaunch the digital communication of SIL and create awareness that the brand encompasses more products than just jams. The focus will also be on generating sales through digital communication via activities on various virtual platforms.”
Through its presence on social networking website Facebook, the brand was able to collect feedback on kinks in its distribution chain. Since then, SIL has been trying to make its distribution more efficient. It will now look at taking things a step further on the digital medium and endeavour to generate sales on it.
Scandic Food India marketing manager Sanjeev Singh said, “Today, Sil is the No.2 brand in the Jams category and one of the leading players in processed food segment. There is a definite need for a planned and structured approach for engaging with our audience in the online space. With the ever increasing internet penetration, there is a need for consistent interaction at various touch points and one brand message being communicated effectively across all mediums of marketing. With Trinetra team having the right understanding of our long term objective, we are looking forward to see some great ideas and initiatives that will upscale our interaction with our audience for a sustained relationship.”
Trinetra Focus Communications vice president Saumik Barua said, “As a major player in its segment, there is no doubt that the brand has already established its presence. With its current reach to the urban masses, it gives us the opportunity to create unique engagement points across multiple platforms with some great creative ideas. This also means connecting with certain ideologies in mind of the consumer and not just mere social engagement. Also keeping in mind the brand objective of scaling up its growth & reach to a wider base of audience, we have proposed some interesting initiatives along with customised services and we are pretty excited to start work immediately.”
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.
