The digital-first campaign blends horror, humour, and hunger to capture Gen Z’s attention this Halloween.
Big Bowl, one of India’s fastest-growing cloud kitchen brands with over 240 locations across 40+ cities, has launched its latest Halloween-themed campaign – ‘Smash Your Hunger with Big Bowl.’
Rolled out on October 29, the campaign takes a playful approach to the spooky season, using a mix of humour and horror to turn hunger into the ultimate villain. Aimed at Gen Z and young professionals, the digital-first campaign features short films that reimagine everyday hunger pangs – from late-night study sessions to long workdays – as hilarious, horror-inspired moments.
The two quirky films, live across YouTube, Instagram, and OTT pre-rolls, embody Big Bowl’s youthful, digital-native persona. With meals starting at ₹129, the brand continues to emphasise value, flavour, and convenience, offering a range of Indian and Chinese bowls designed for comfort and ease.
Adding to the fun, Big Bowl unveiled new packaging featuring astronauts and aliens — a creative metaphor that “hunger exists across the universe, but there’s only one solution: Big Bowl.”
Aayush Madhusudan Agrawal, Founder & Director, Lenexis Foodworks, said: “We’re building Big Bowl as a brand that’s bold, memorable, and rooted in value and convenience. ‘Smash Your Hunger’ is about owning that moment when hunger strikes, with a fun, relatable twist.”
Vikas Iyer, Marketing Head, Lenexis Foodworks, added: “Every Gen Z consumer has a ‘hunger story.’ By personifying hunger as a spooky-yet-funny character, we’ve created something instantly relatable and shareable.”
The campaign also features interactive social media challenges and influencer tie-ups under the hashtag #SmashYourHungerChallenge, inviting users to share their own “hunger horror stories.”
As Big Bowl expands into new segments like outdoor catering, the brand is on track to cross a ₹150 crore annual revenue run rate this fiscal, reinforcing its position as a key player in India’s fast-evolving QSR and delivery space.
