Brands
Chatur meets skincare as Deconstruct turns science into smart satire
MUMBAI: If you ever wished skincare science came with punchlines, Deconstruct Skincare has just delivered the perfect glow-up. The science-backed skincare brand has rolled out a first-of-its-kind campaign that blends chemistry with comedy, turning product education into something as watchable as a meme and as clear as a lab report.
And who better to front this satirical science lesson than Omi Vaidya, still adored for his legendary ‘Chatur’ persona? In the campaign’s two new films, Omi slips into a familiar avatar earnest, eager, and hilariously overconfident, determined to outsmart skincare while accidentally overcomplicating every step. Enter Deconstruct founder & CEO Malini Adapureddy, whose calm, clinical logic cuts through the chaos, offering clarity with the ease of someone who truly knows her molecules.
The result is a charming tug-of-war between Chatur-style theatrics and science-led sense. Each film turns everyday skincare myths into comic sketches, using simple experiments, sharp writing, and visually clear demonstrations to show how effective skincare doesn’t need drama or twelve-step routines to work.
Omi’s comedic timing anchors the campaign, but it’s the pairing with Malini that elevates the narrative: one spinning assumptions, the other gently dismantling them with facts. Their banter transforms jargon-heavy topics into easily digestible lessons, reinforcing Deconstruct’s belief that “gentleness can still be powerful” and that education doesn’t have to feel like homework.
At its heart, the campaign is playful but purposeful. It uses humour not as a gimmick, but as a gateway, making science-led efficacy accessible to the growing cohort of Indian skincare users who want proof over promises. With real-time demonstrations and intuitive storytelling woven through both films, the brand stays true to its ethos of transparency while keeping viewers laughing and learning.
By turning skincare confusion into entertainment, Deconstruct has once again positioned itself as a category disruptor: part educator, part entertainer, wholly committed to breaking down skincare science minus the intimidation. And with Omi Vaidya slipping effortlessly back into his iconic comic charm, the campaign proves that when science meets satire, the result is nothing short of glow-rious.
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.
