Mumbai, India, Nov. 2nd, 2025 – Big Bowl, a leading Indian cloud kitchen brand, is tapping into the spooky season with a clever digital campaign that personifies hunger as a cinematic villain. The “Smash Your Hunger with Big Bowl” initiative was launched on 29th October, just ahead of Halloween. It targets Gen Z and young professionals. Specifically, the campaign uses a series of horror-comedy short films that dramatize the universal pangs of hunger.
The campaign features two digital-first films that transform everyday scenarios into high-energy encounters with a mischievous “Hunger” character. Blending jump-scare aesthetics with self-aware humour, the narrative positions Big Bowl as the definitive solution. According to Vikas Iyer, Marketing Head at Lenexis Foodworks, this approach turns universal hunger pangs into a larger-than-life, relatable character. The films run across YouTube and Instagram, and the #SmashYourHungerChallenge encourages users to share their own dramatic hunger moments. Big Bowl reinforces the campaign with new thematic packaging, suggesting that while hunger is universal, it is the galaxy’s only cure.
Meanwhile, this marketing push comes amid the brand’s ongoing expansion. With more than 250 locations across over 40 cities, Big Bowl continues to build on strong customer adoption. As a result, the brand reports that it is on track to cross ₹150 crore in Annual Recurring Revenue in the current financial year, underscoring rising momentum across its delivery network. With this campaign, the brand is not just addressing a hungry consumer; rather, it is owning that decisive moment with a fun and memorable brand identity. On this note, Aayush Madhusudan Agrawal, Founder & Director of Lenexis Foodworks stated,
“Big Bowl operates at the intersection of value, variety, and convenience—the holy trinity of modern food delivery in India.”
The “Smash Your Hunger” campaign launched on October 29th, with meals starting at an accessible ₹129.
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