MAM
Pankaj Tripathi starrer TVC campaign unveils Berger Paints’ Roof Kool & Seal
Mumbai: Berger Paints India Ltd has launched a new TVC starring actor Pankaj Tripathi to unveil Berger Roof Kool & Seal, an advanced waterproofing range. As the primary shield against the elements, the roof is often the most affected area of a house. Withstanding both heavy rains and harsh sunlight can result in cracks and elevated temperatures inside. Berger Roof Kool & Seal is specifically designed for India’s extreme weather conditions. It actively reflects heat and offers long-lasting water protection, making it ideal for comprehensive roof care.
Directed by film director Ryan Mendoca, Berger Paints’ latest TVC opens on Pankaj Tripathi and his family sweating profusely as the scorching sun beats down on their home. Buckets have become an integral part of their lives. Seasons come and go, but the buckets remain omnipresent – collecting sweat dripping down faces during hot summers as well as water dripping from leaking roofs when monsoon arrives. It seems that there is no respite until a simple solution arrives in the form of Berger Roof Kool & Seal.
The campaign aims to effectively communicate the benefits of Berger Paints’ latest waterproofing range, while engaging a broad audience through impactful storytelling. Through the TVC, Berger Paints targets homeowners in search of effective waterproofing solutions, offering a durable, dual-purpose product that sets a new standard in the industry. Berger Paints aims to become the third largest player in the waterproofing and construction chemicals segment, expecting the newly launched Roof Kool & Seal range to significantly contribute to the Company’s revenue.
Berger Paints India Ltd managing director & CEO Abhijit Roy says, “The demand for waterproofing products and interior cooling solutions is rapidly increasing. As customers seek hassle-free options, there is a growing need for comprehensive solutions that address both needs efficiently and effectively. This time we are proudly presenting Berger Roof Kool & Seal—the next-generation solution for superior roof protection and cooling. As we unveil our latest waterproofing and roof cooling products through TVCs and digital media, we aim to connect with our target audience and highlight the benefits of these innovations, emphasizing how the process has been simplified and made more accessible in today’s market”
Commenting on the campaign, Lowe Lintas executive director Arpan Bhattacharyya said “In a tropical country like India sweating is a way of life. So, when we conceived the film, we took the liberty of showcasing sweat as a creative metaphor – not just with people who sweat profusely during sultry summers but also with our roofs that begin to leak during heavy monsoons. Against this reality, we juxtaposed the dual advantage of our brand – superior thermal insulation and protection against leaking roofs – laddering ultimately to the solution: Paseena maat bahao, Berger Roof Kool & Seal lagao.”
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.
