MAM
‘Gurukul’ contestants get viewers’ patronage in new ad campaign
MUMBAI: Students are now down to eight in the school, whose activities the entire nation has been following. We’re talking about Sony’s Fame Gurukul, where the plot becomes thicker due to cut throat competition with each passing day.
Viewers have always been an integral part of this reality soap opera and have had a hand in the future of the contestants by way of votes. Keeping this factor in mind, Sony has now unveiled a new advertising campaign, wherein viewers have pitched for their favourite contestants.
Speaking to Indiantelevision.com, SET vice president marketing Nina Jaipuria said that eight ads have been rolled out where eight different viewers are vouching for a contestant. Fame Gurukul has a tagline of ‘Iske Liye Kuch Bhi Karega’ and the ads stay true to the same.
While the contestants are ready to go to any extent to win the coveted title of the ‘Fame Jodi’, now its the viewers’ turn to go to any extent to make sure that their favourite contestant wins.
“Qazi na jeeta to mooche saaf kar doonga,” says a man with ‘Veerapan-style’ mustache.”Chocolate ki shart lagi, mera Sandeep hi jeetega,” says a small boy who loves chocolates.
An old man, who is a couch potato pledges that he will stop watching television if Arpita loses. A lady from the ‘chawl’ says she would keep a fast for Monica. On the other hand, a social activist says that she would go on a hunger strike if Arijeet doesn’t make it to the ‘Fame Jodi.’
Mumbai boy Rex has a young girl vouching for him by saying, “Rex ke liye har darga pe dua karungi.” A college girl, on the other hand, wishes that she could give 100,000 votes to Shamit. A housewife, who is trained in classical music pitches in for Rooprekha pledging that she would stop practicing music of she loses.
Such is the new campaign of Fame Gurukul, which has managed to cut across gender, age and social status by having opinions ranging from a young boy to an old man. Jaipuria says, “It’s now a matter of time when the Fame Jodi will be announced and there is a lot of drama happening among the contestants, faculty and the judges. The new campaign talks about the viewers’ perspective and brings their views in.”
The outdoor campaign was rolled out in 12 cities across the country on 5 September. Apart from this, television commercials have also been on-air, which take off from the theme of the outdoor campaign.
This campaign has been conceived by Euro RSCG. The agency’s vice president (creative) Ashok Karnik says, “While on other reality talent hunts, it is mostly the judges who decide on the winner, Fame Gurukul is a different kind of reality show, where they viewers more or less decide the fate of the contestants every week. Hence, we decided to roll out a campaign keeping that premise in mind. The show has reached its climax and it is at this point in time that the viewers are most involved. Obviously people have their favourite contestants and we wanted to communicate the same with this campaign.”
“The tagline of ‘Iske Liye Kuch Bhi Karega’ is very vital to our campaign as people are shown willing to go to any extent to make sure that their favourites win,” Karnik adds.
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.
