MAM
O&M creates Deccan Odyssey campaign for international markets
NEW DELHI: It’s not quite often one gets to see a proactive approach from the bureaucratic offices. But Maharashtra Tourism Development Corporation (MTDC) is proving to be an exception.
MTDC, which is gearing up for the launch of luxury train ‘Deccan Odyssey’ in October this year, has already released a print campaign in the leading publications of Europe, US and Asia.
The first part of the campaign, which lasted for three months, was released in January earlier this year. The next round of advertisement is scheduled before the launch of the train.
The corporation has roped in the services of advertising agency Ogilvy & Mather India, Mumbai office, for promoting the train modelled on the style of Indian royalty. In all, four advertisements have been created and the scheduling and placement of the advertisements is being handled by MindShare India.
MTDC has released all the four advertisements in the UK edition of Condenast Traveller and Travel Agent in the US. Other publications include Tutturismo, Gulliver’s India and Quality Travel India from Italy.
France, Germany and Japan are the other key international markets being targeted.
Sumanto Chattopadhyay, senior creative director, O&M, said, “The brief from the client (MTDC) was to communicate the launch of a super luxury train in Maharashtra, in which passengers travel like Indian royalty. The advertising has been released internationally well in advance as this kind of a lead time is required for the international trade.”
The common headline in all the `Deccan Odyssey’ advertisement is: “A train journey where you travel like Indian royalty.” The body of the copy reads, “The Deccan Odyssey invites you to experience the decadent comforts of India’s regal past. Travel from Mumbai to Ratnagiri, Goa, Pune, Aurangabad, Nashik and back…”
The four advertisements depict royalty through a chain of elephants, palanquins, horse drawn carriages and boats, symbolizing a train.
“We depicted Indian royalty through elephants and boats, which were the traditional way of commuting in the ancient times. These were the royal ways of traveling and we accordingly conceptualized the idea. We shot in various locales in Maharashtra for 11 days and it was a great experience,” said copy supervisor of the campaign, Sukesh Nayak.
Deccan Odyssey will start its journey from Mumbai and take the tourists on tour of Ratnagiri, Sindhudurg, Goa, Pune, Aurangabad and Jalgaon, covering Maharashtra in eight days.
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.
