Big Bowl appoints Lyxel&Flamingo as social and media partner

Big Bowl has appointed Lyxel&Flamingo (L&F) as its social and media partner. The move marks a significant step in the brand’s next growth chapter as it scales beyond the ₹100 crore ARR milestone achieved in 2025 and is on track to cross ₹150 crore ARR in its fifth year since inception.

As bowl-format consumption continues to rise across urban India due to portability, affordability and convenience, Big Bowl is positioning itself as a scalable, high-frequency format aligned with modern eating habits.

The appointment of Lyxel&Flamingo signals a strategic consolidation of social and media under a single partner to drive sharper digital reach, stronger youth-led storytelling and improved performance marketing efficiency. Lyxel&Flamingo brings deep expertise across data, content, creative and media execution, managing over 350 brands with more than $100 million in ad spend.

As part of the mandate, Lyxel&Flamingo will lead Big Bowl’s social media strategy, content ecosystem development, digital performance marketing, media planning and buying, and campaign amplification across platforms. The objective is to build Big Bowl into India’s most digitally discoverable and culturally relevant bowl-format brand, backed by measurable business impact.

Commenting on the partnership, Aayush Madhusudan Agrawal, Founder & Director, Lenexis Foodworks, said, “Big Bowl has scaled rapidly to cross ₹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.”

Adding to this, Vikas Iyer, Marketing Head, Lenexis Foodworks, said, “Big Bowl operates in a fast-paced, delivery-led category where content, media and performance must work seamlessly 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 in precision while ensuring we build both brand salience and measurable growth.”

Speaking on the win, Dev Batra, CEO, Lyxel&Flamingo, said, “Big Bowl brings the flavor, and L&F brings the fire. We’re powering Big Bowl’s bold culinary DNA with a dual-engine strategy where the left brain drives data-led ROI and performance precision, while the right brain crafts thumb-stopping stories that build a brand movement. As Big Bowl scales rapidly as one of India’s leading bowl-format brands, we’re matching that momentum with our ‘Digital Powerhouse’ energy. They are a phenomenally valuable partner for Lyxel&Flamingo, and together we’re cooking up a growth chapter that’s as punchy as it is measurable.”

With this appointment, Big Bowl strengthens its foundation as a digitally driven QSR brand, blending brand-building and performance marketing to accelerate scale in India’s fast-growing organised food delivery ecosystem.