MAM
Danka Baja Re Sets the Beat as SG Pipers Rally Behind One Team Spirit
MUMBAI:When the drums roll, egos take a back seat. SG Pipers has struck a confident new note with “Danka Baja Re”, its official campaign film for the season, using rhythm, movement and sharp visuals to cement a unified team identity ahead of the tournaments.
The music-driven film brings together players, coaches and support staff under a single creative banner, signalling a shift towards collective storytelling for the franchise. The campaign debuts with the women’s team, in line with the Women’s Tournament kicking off first, and will be followed by a dedicated version featuring the men’s squad.
Structured tightly around the song’s tempo and lyrics, the film blends individual player introductions, on-field hockey skills and bold group shots. Rather than spotlighting a few stars, the narrative ensures every player is visible, reinforcing the idea that SG Pipers’ strength lies in its depth and cohesion.
The campaign was shaped with active inputs from SG Pipers captain Navneet Kaur aligning with the broader vision of APL Apollo Tubes Ltd, chairman and managing director Sanjay Gupta to showcase players as individuals while keeping the team at the core.
Speaking about the film, Navneet Kaur said the process itself mirrored the team’s unity. Every player’s role, movement and skill shot was collectively planned, making the final output as enjoyable to create as it was to watch. She also underlined the importance of visibility for women’s hockey, calling it a necessary step towards sustained support for the sport.
Head coach Sofie Gierts described the film as a pleasant surprise, noting that it captured a diverse group of women living their sporting dreams with confidence and mutual support. According to her, the campaign’s strength lies in how clearly it reflects teamwork, both on and off the pitch.
Beyond the launch film, Danka Baja Re is part of a wider SG Pipers strategy to deepen fan engagement through authentic storytelling. The franchise plans to roll out individual player profiles that explore personal journeys, ambitions and lives beyond hockey, extending the narrative beyond match days.
Shot across training sessions and competitive moments, the film closes on a strong visual of unity and shared ambition. With Danka Baja Re, SG Pipers isn’t just making noise for the season, it’s setting the rhythm for how modern hockey teams connect with fans.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI: 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.
