MAM
MensXP’s latest ‘Fathers: Then Vs Now’ Video Promoting Philips OneBlade is A Content Marketing Gem
This father’s day, leading appliances brand, Philips collaborated with the country’s largest lifestyle platform, MensXP to launch a branded video titled ‘Fathers: Then vs Now’ across major social media channels. The light-hearted sketch poignantly emblematized father-son relationships and upheld the core values of unwavering support, trust & confidence.
Conceptualized by ILN Studios, the 8-minute long video brings out a thematic contrast between fathers in the 90s to those of today. It also amplifies the invariable core idea that a father always pushes his son to do the right thing. The video has garnered more than 17 million views across social media, soliciting well over 400,000 positive reactions. The novelty of this concept was in its relevance – viewers developed analogical or aspirational syncs with the situations depicted in the video and contributed via comments, discussions, and over 50,000 shares to the organic growth of viewership.
Angad Bhatia, Co-Founder & CEO – MensXP said, “Indian Men are starting to care about what they wear and how they groom themselves more than ever before, and they are not stopping just there. At MensXP, we wanted to highlight the pivotal role of fathers both as pillars of strength & confidence, but also as mentors in grooming. To that effect, our video in partnership with Philips helped weave an evocative & relevant story on how fathers groom us for the future.”
“"Philips is India's most loved & trusted personal grooming brand since nearly a decade. We have been pioneers in the category & have continuously innovated to delight our consumers. On the occasion of Father's Day we wanted to celebrate our deep relationship with the modern Indian man. The campaign was very well received and loved by the audience” Gulbahar Taurani, Vice President, Personal Health, Philips Indian Subcontinent said.
“The Fathers: Then vs. Now video co-created in partnership with ILN Studios was an attempt to celebrate the new wave of progressive dynamism Indian men are embracing, both in their values and their grooming. Our primary role was to align Philips’ brand ethos of trust and confidence to spark a dialogue that yields real action. Given the heartening response to the video from our target audience, we’re glad to have been a part of this success story.” Anita Kotwani, Carat India head said.
Watch ‘Fathers: Then Vs Now’ now: https://www.youtube.com/watch?v=p1WflR06qlw
Follow Tellychakkar for the consumer facing news & entertainment
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.
