MAM
Levi’s ad draws ire of US Safety Coalition
WASHINGTON: The latest train television commercial by jeans manufacturer Levis has come under a cloud. US’ Operation Lifesaver (OL) which is a non-profit rail safety group, and its partners from the highway and rail safety communities have urged Levi Strauss to pull its latest television ad, Horsebecause the commercial encourages risky behaviour around trains.
The ad features a model on a dark horse coming out of a railroad tunnel. Stopping her steed in the middle of the tracks as a train rapidly approaches, she rides directly into the path of a train. Miraculously, the model manages to fly over a multi-car train without a scratch.
This is not the first time that a Levis ad has provoked controversy. Four years ago, Levi produced Trainthat enticed young people to create their own cutoffs on the tracks. Operation Lifesaver President Gerri Hall said, “I don’t want to believe that Levi Strauss would intentionally produce an ad that would influence youth to put themselves in harm’s way. However, this is exactly what this ad does. It trivialises the dangerous, illegal and all-too-often tragic activity of playing on railroad tracks.”
In a letter addressed to Levis, OL has cited US government figures showing more than 5,000 pedestrians have been killed since 1990 while trespassing on railroad tracks and property. Modern trains are quieter than in the past and they cannot stop quickly to swerve to avoid someone on the tracks.
Four years ago, Levis bowed down to protests and developed an edited version of the Trains ad. The US Federal Trade Commission insisted that Levi’s edit the portion that demonstrated how to make shorts out of jeans. Their concern was that teens and pre-teens would get on the tracks to mimic the ad.
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.
