Mumbai, 1st November: Big Bowl, one of India’s fastest-growing cloud kitchen brands offering the largest range of Indian and Chinese bowls across 240+ locations in 40+ cities, is adding a spooky twist to the season with its latest campaign ‘Smash Your Hunger with Big Bowl.’ Launching on 29th October, just ahead of Halloween, the campaign cleverly plays on the horror theme, turning every day hunger moments into hilariously frightening experiences that every Gen Z consumer can relate to.
The campaign features two digital-first short films that blend horror, humour, and hunger into one high-energy narrative. From late-night work sessions to boring study hours, the films capture how hunger can strike anytime, anywhere — reimagined with a horror-inspired, tongue-in-cheek spin that perfectly fits the Halloween mood. Released across YouTube, Instagram, and OTT pre-rolls, the films seamlessly connect with today’s digital-first audiences. Each story captures Big Bowl’s youthful, desi tone and reinforces its role as the go-to hunger saviour for India’s Gen Z and young working professionals.
As India’s largest range of Indian and Chinese bowls, Big Bowl offers filling, flavour-packed meals starting at just ₹129, making it a favourite for those seeking value, convenience, and comfort. The campaign tagline, “Smash Your Hunger with Big Bowl,” perfectly captures this ethos – bold, fun, and now, eerily relatable.
Adding to the buzz, the brand has introduced an all-new packaging design featuring astronauts and aliens, playfully showing how hunger exists across the universe but there’s only one solution: Big Bowl!
Speaking on the campaign, Aayush Madhusudan Agrawal, Founder & Director, Lenexis Foodworks, said, “Big Bowl continues to be at the intersection of value, variety, and convenience, three things that define modern food delivery in India. With this campaign, we are not just speaking to a hungry consumer; we’re owning that moment of decision with a fun, memorable identity. As we expand our product range and enter new categories like outdoor catering, Big Bowl’s mission remains simple — to make great food accessible, affordable, and always satisfying.”
Vikas Iyer, Marketing Head, Lenexis Foodworks, added, “Every Gen Z consumer today has a ‘hunger story’, those unexpected moments when hunger hits hard. With ‘Smash Your Hunger,’ we have turned something as universal as hunger into a larger-than-life character one that’s funny, scary, and instantly relatable. The timing with Halloween gave us a creative opportunity to mix spooky visuals with humour and digital-first storytelling that today’s Gen Z audiences love.”
The larger campaign rollout includes interactive social media challenges and influencer collaborations under the hashtag #SmashYourHungerChallenge, encouraging fans to share their funniest or scariest “hunger moments.” Alongside the digital buzz, Big Bowl will introduce new dishes across its Indian and Chinese bowls lineup, further expanding its already extensive menu. Strengthened by strong consumer traction and nationwide presence, the brand is well on its trajectory to cross the ₹150 crore ARR mark in this financial year.
Lenexis Foodworks continues to lead the evolution of India’s delivery-first food ecosystem, bringing together strong QSR concepts that resonate with distinct consumer hunger and craving occasions through brands like Big Bowl and Chinese Wok
