MAM
Aditya Birla Health Insurance collaborates with Platinum Outdoor
Mumbai: Through a strategic media mix and a carefully planned approach, Platinum Outdoor executed a high-impact outdoor campaign for Aditya Birla Health Insurance. The campaign covered 21 markets over three weeks. The entire campaign was supported by innovations, meticulously planned media and regional OOH creatives for the local connect.
A key element of the campaign was the execution of anamorphic innovations in Mumbai and an immersive CGI Video.
Right from stage entry of ActivOne logo to the message transition, the anamorphic storytelling successfully captivated the audience and communicated an exciting brand story which aimed at positioning Aditya Birla Health Insurance as a health insurance partner that puts health first.
Platinum Outdoor also came up with an immersive CGI video for the launch of Aditya Birla Health Insurance’s ActivOne product, with a compelling and visually engaging approach. The shoot location for CGI specifically was on a beach with people engaging in similar exercises as TVC adding relevancy, thus reinforcing the message of a healthy and active lifestyle.
Both these tech-led digital content focused on creating a high buzz and talkability. Overall, the ActivOne ‘ABHIKaro’ OOH campaign successfully leveraged anamorphic and CGI storytelling to convey its message in a visually appealing and engaging manner.
Speaking on the campaign, Aditya Birla Capital head of marketing & customer experience Darshana Shah commented, “With Vikrant Massey as our brand ambassador, outdoor campaign was strategically designed to reach a wide audience across various cities, both metros and non-metros. The campaign effectively communicated the value proposition of ActivOne by highlighting ‘health-first’ belief of Aditya Birla Health Insurance. Aditya Birla Capital is a digital forward organization and the same resonated with tech led outdoors. The use of 3D DOOH, Anamorphic and CGI added a unique touch to the campaign, breaking the clutter”.
Platinum Outdoor & MRP CEO Dipankar Sanyal also commented, “After all the meticulous planning, strategy and innovative approach, we at Platinum Outdoor are absolutely delighted with the campaign’s result. With Aditya Birla Health Insurance being the ideal partner, we are thrilled to have worked on their first anamorphic adventure and look forward to many more such tech-led innovation-based outdoor campaigns together”.
Platinum Outdoor is a part of Madison World, India’s largest homegrown communication agency established in 1988, that operates several brands in OOH including MOMS Outdoor, Activation specialist – Madison TURNT, Rural specialist – Anugrah Madison and Retail Specialist – MRP. Platinum Outdoor handles marquee clients like Tata Motors, Vi, Parle Agro, Campus Shoes, Square Yards, Zee5, L&T Housing and Havells amongst many others. Madison World through its 11 Units served last year, as many as 500 Advertisers.
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.
