MAM
UAE’s Emirates NBD to take ‘Truth And Reality’ campaign to the next level
MUMBAI: Middle East banking group Emirates NBD is looking to take its ‘Truth And Reality‘ brand campaign to the next level in the UAE.
Emirates NBD head group marketing Vikram Krishna said that the campaign was introduced last year and the response has been strong. A 360 degree approach is sued with traditional media like television being used in conjunction with new media.
“The message can be used in different situations. For instance the truth is that we have 50 tax savings plans. The reality is that your child is spoilt for choice,” he said.
Now the company is looking to broaden the campaign as it launches new products and services. It has introduced cards for the Dubai Metro System. The campaign for this has the tagline ‘Go For It‘ and is being done under the overarching ‘Truth and Reality‘ theme. The card also enables users to get discounts at over 500 restaurants as well as movie tickets. The bank has a four to five year outlook for the Truth and Reality campaign.
“You can contexualise it in many ways. We have used it for Diwali. We are also using it for our national day which falls on 2 December 2011. No competitor uses this language. Our aim is to sound more like a consumer brand. The language should not be technical and complicated.”
He says that the campaign has resulted in more people wanting to do business with the bank. Awareness levels have grown. He notes that the UAE is a melting pot. People from different nationalities reside there. Also the bank caters to people who have different levels of financial literacy. Therefore the marketing language is critical. Language has to be simple and transparent. He notes that in these difficult economic times banks have to create an environment of transparency. You have to get across to everybody. Many of them come from different cultural and financial backgrounds.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI:Â 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.
