MAM
The new Škoda Kushaq ad urges to choose what really matters
Mumbai: Car brand Škoda Auto India has unveiled an integrated ad campaign to promote its new offering, Škoda Kushaq.
Conceptualised and executed by its creative partner Publicis India, the campaign highlights the unique advantages that come with the car and rides on the idea of how choosing what really matters makes a difference in one’s life.
The campaign is built on the core proposition of ‘Choose What Really Matters,” which is a part of the auto brand’s overarching philosophy of ‘We Make What Matters.” It depicts how one always has choices and what one chooses determines the kind of memories and life they make. The SUV in the film is presented as a facilitator of those choices- a companion that helps people accomplish their desires which they will go on to cherish.
“The intent of the campaign is to move away from the usual hyperbole that dominates most of the communications in the category and focus on simple and human truths,” said Škoda Auto India head of marketing Tarun Jha. “The Škoda Kushaq is a consummate and confident SUV, which lends itself to an authentic and credible positioning. The campaign aims to capture this simplicity.”
The ad film begins with the protagonists enjoying all the things that matter to them, whether it is the simple joys of going shopping or watching a film or watching a sunset with a close one or just going on a long drive. It then goes on to underline that whatever the experience, one remembers only those things that really matter to us. The ad signs off on the message that what we remember depends on what we choose today.
“It’s only when we see through the lens of retrospection that we’re glad about some of our decisions and not so glad about some. And in terms of communication, we were really excited about this insight. And what we have tried through this communication, is to encourage people to make the right choice today and have lesser regrets tomorrow,” affirmed Publicis India national creative director Vikash Chemjong.
“On that note, I so wish I hadn’t bought a car a few months before the fabulous Kushaq was launched. Otherwise, I would have had the privilege of not only working on it but also driving to work in it,” he added.
The campaign is being pushed across all essential mediums, including television, print, outdoor, radio, digital, social media and will run through the oncoming festival season in India.
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.
