MAM
Max’s new campaign tells viewers to relax on weekends
MUMBAI: Multi Screen Media (MSM)‘s Hindi movie and special events channel Max has launched a new campaign highlighting its weekend programming. The campaign promotes the idea of taking a much deserved break in weekends after slogging for the whole week.
Created and conceptualised by Max‘ creative agency JWT, the theme of the campaign is ‘saare hafte lagey raho…weekend pe padey raho‘.
The communication is targeted at promoting viewership on Max on weekends when the channel claims of showcasing some of the “best family entertainers” of all times.
Max EVP and business head Neeraj Vyas said, “At Max, it is our endeavour to come up with extremely relatable and life-like themes for all our communication campaigns. With our latest weekend campaign ‘Saare hafte lage raho…weekend pe pade raho‘, we are trying to relieve the monotony of daily life by creating a complete entertainment package on the weekend for our viewers thus making Max the ultimate movie destination.”
To promote this, three films will be released over the next few days across television, social media and online forums. Each of these films bring alive the central communication theme that says after a hectic week at work the best way to recharge yourself is to overdose on blockbuster movies on Max over the weekends.
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.
