MAM
Asian Paints brushes up trust with ‘Decades of Warranty’ campaign
MUMBAI: Promises may fade, but Asian Paints insists its colours and its word never will. The country’s leading paints and décor giant has rolled out a new nationwide print campaign, ‘Decades of trust, warranty that lasts’, splashed across the front pages of top national and regional dailies. Carrying the line “The years will change. Our promise won’t,” the campaign reinforces the brand’s legacy of reliability that has tinted Indian homes for over 80 years.
At the heart of the campaign lies the company’s formidable warranty portfolio stretching well beyond the industry’s short-term norms. From 4 years on smart emulsions to a robust 12 years on luxury ranges, Asian Paints has long assured longevity. This year, it raised the bar even higher with Smartcare Infinia, a first-of-its-kind product offering a 25-year warranty making it a true outlier in the paints category. With every second home in India carrying its mark, the brand isn’t just selling colour; it’s cementing confidence across generations.
The new campaign is the latest stroke in Asian Paints’ evolving communication journey. Earlier this year, it launched ‘Asian Paints ki Warranty, India ka Har Doosra Ghar Kehta Hai’, spotlighting how households across geographies vouch for its trust. That was followed by the Independence Day tribute ‘Colours of India’, a celebration of the tricolour through its portfolio of over 5,000 shades. With ‘Decades of Trust, Warranty that Lasts’, the brand now anchors itself firmly in the consumer’s faith, promising to guard homes season after season.
Asian Paints MD & CEO Amit Syngle summed it up best: trust, he said, “is not about short-term commitments, it’s about standing by families for years and decades with performance, protection and proof.” With the campaign set to expand beyond print into cricket tie-ups and digital amplifications, the message is clear: while walls may change hues, Asian Paints’ pledge of protection isn’t going anywhere.
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.
