MAM
Virtue Worldwide appoints Saumya Baijal as director of brand strategy
Mumbai: Virtue Worldwide, a new-age creative agency powered by VICE Media Group announces the appointment of Saumya Baijal as Director of Brand Strategy, further strengthening its leadership team in India. Virtue specialises in helping brands discover an authentic voice at the epicentre of culture. With a presence in 17 cities across 13 countries, Virtue operates as a ‘borderless’ agency, putting together bespoke teams with diverse skills, backgrounds, and perspectives to drive creativity and innovation.
Saumya Baijal brings a wealth of multifaceted experience to Virtue. Renowned for her roles as a feminist, ad woman, bilingual writer, storyteller, poet, radio presenter, theatre personality, and activist, Saumya has held prominent positions in major advertising networks including Ogilvy, McCann Erickson, and MullenLowe Lintas Group. Her portfolio includes impactful collaborations with esteemed brands such as Absolut, Google, and Fabindia. Saumya has also served on the jury of the Effies for several years and has been an integral part of the Laadli Media Awards for Hindi Journalism jury since 2021.
Virtue APAC head of strategy Huiwen Tow shared her thoughts on Saumya’s appointment, stating, “In a world that is more divided than ever before, Saumya is one of those rare individuals that sees the world, not for what it is, but what it can be. She is a force of nature, unafraid to confront the real or challenge the status quo to move the conversation forward in culture. We are beyond ecstatic to have her with the Virtue India leadership team to take us into our next era of growth in India.”
In response to her new role, Saumya Baijal, the newly appointed Brand Strategy Lead, India commented, “I am very excited to be a part of Virtue. The idea of diving deep into constantly evolving culture, extracting the insight, and then giving it a distinct flavour, is a very very interesting challenge. In a world that changes so quickly and so drastically, finding anchors for a brand, embedded in culture, is not only important but necessary. Virtue understands this, and I can’t wait to explore more with the very talented team that has already set up a young, energetic, spirited place, committed to the same endeavour.”
Virtue Worldwide is making significant strides in the Indian advertising arena, enhancing its team and leadership. The company is committed to pushing boundaries, embracing innovation, and forming strong partnerships. They have teamed up with notable brands such as Diageo, poppi, Delta, Vanguard, P&G, General Mills, H&M, Volkswagen, McDonald’s, eToro, Red Bull, and Converse. Virtue is also the creative force behind award-winning campaigns including Backup Ukraine, Weedmaps’ Museum of Weed, Dove’s Dear Future Dads, Q the Genderless Voice, and Carlings adDRESS the Future. At Virtue, they believe in appointing team members not only based on their experience but also on the unique talents and perspectives they bring to the table, nurturing a culture of diversity and innovation.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI: Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
