Brands
Alpenliebe turns sour moments sweet with ‘Meetha Bolo’ campaign
INDIA: Alpenliebe has rolled out a new campaign, ‘Alpenliebe Kholo, Meetha Bolo’, pitching its signature caramel sweetness as a salve for hurried tempers and hasty words. The film, released by Perfetti Van Melle India, leans on the idea that a simple gesture and a softer tone can defuse everyday friction.
Set at a child’s birthday party, the ad follows a young guest whose careless remark sparks an awkward moment. A timely Alpenliebe, however, takes the edge off. As he savours the caramel, his tone shifts from curt to kind, a sweet intervention that steadies the mood.
Perfetti Van Melle says the campaign reflects how small conflicts easily escalate in a fast-paced world, and how a touch of sweetness can reset the emotional temperature.
Perfetti Van Melle India marketing director Gunjan Khetan, said the brand wanted to champion “small yet powerful shifts” in how people speak during tense moments. “Conversations today often get strained, but a little sweetness can transform them and create space for warmth and togetherness,” he said.
Running across TV, digital and social media, the campaign builds on Alpenliebe’s long-held positioning since its 1995 launch: indulgent taste paired with gentle connection and now, the promise that even bitter words can melt.
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.
