MAM
News channels indulge in “Immersion marketing”
NEW YORK: Well, here is another revenue stream for TV news channels – especially those who showcase style, fashion, glamour – to provide entertainment-news programming. Its called “immersion” marketing in Fox parlance!
An adage report says that cosmetics major L’Oreal has actually bought an entire fashion news programme (launched last week on WE network) called Full Frontal Fashion. L’Oreal has become the integrated sponsor of a segment featuring the cosmetics company’s key stylist and spokesperson named Oribe.
Here in India, too, companies such as Hindustan Lever Limited (HLL) leverages its brand endorsers (Jawed Habib and Samantha Kochar for Sunsilk; Yana Gupta for Lakme) during mega events such as Lakme India Fashion Week.The specially created hair-styling saloons held within the same premises as the fashion events gives added mileage to drive home brand saliency. However, HLL doesn’t actually buy time but piggy backs on the fact that news channels consider it to be an event of national relevance.
Abroad, WE network is not the first to mix product placement with news-type programming. Fox Sports Net has launched branded-marketing deals for the Best Damn Sports Show Period and 54321, its new extreme-sports show, with companies such as Ford Motor Co and Labatt USA.
Encouraged by the reponse, the WE networkis planning another show on shoes and seeking sponsors for the same.
However, the programming team has to ensure that the “immersion” process has to be seamless without much compromise.
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.
