Big Bowl has named Lyxel&Flamingo (L&F) as its new social media and digital media partner, marking an important step in the brand’s next phase of growth. The partnership comes as the quick-service restaurant (QSR) brand continues its expansion after surpassing ₹100 crore in annual recurring revenue (ARR) in 2025 and moving towards a projected ₹150 crore ARR in its fifth year of operations.
The growing popularity of bowl-format meals in urban India—driven by convenience, portability and affordability—has positioned Big Bowl as a scalable food format aligned with evolving consumer preferences and modern dining habits.
By appointing Lyxel&Flamingo, the brand is bringing social media and digital media responsibilities under one integrated partner. The move aims to strengthen digital reach, develop youth-driven storytelling and enhance the efficiency of performance marketing initiatives.
Lyxel&Flamingo brings experience in data-driven marketing, creative development, content strategy and media execution, managing more than 350 brands globally with over $100 million in advertising spend.
Under the new mandate, the agency will manage Big Bowl’s social media strategy, content ecosystem, digital performance marketing, media planning and buying, as well as campaign amplification across platforms. The objective is to position Big Bowl as India’s most digitally discoverable and culturally relevant bowl-format food brand, supported by measurable business growth.
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 collaboration, Big Bowl aims to further strengthen its position as a digitally driven QSR brand, combining brand-building initiatives with performance marketing strategies to accelerate growth within India’s expanding organised food delivery market.
