Brands
On-demand TV shows add to Adda52 Rummy’s traditional marketing efforts
NEW DELHI: One of the most trusted and rewarding rummy apps in India, Adda52 Rummy, owned by Delta Corporation, has been very successful in engaging its growing user base with incredible mega-tournaments, quick rewards, and varied formats. The platform is expected to grow by 3.5x by 2025 according to an AIGF Study, and this can very well be attributed to its constant innovation and dedication to user experience.
In an interaction with Indiantelevision.com, its head of marketing Ashish Bhakuni said that rummy has been a very popular game in India and is known not for gambling but instead is seen as a tool for socialising and entertainment. “We are trying to capitalise on that thought process only," he says.
As per Bhakuni, Adda52 Rummy is spending 50 per cent of its overall revenue in marketing the property to achieve its desired growth. Adda52.com, in fact, launched its first ever integrated campaign ‘Banao Dimag Ko Ameer’, last year, to showcase the uniqueness of the game and highlighting poker as a mind game that enhances one’s mental skills.
But how relevant is it for a digital game to advertise on traditional media?
Bhakuni replies, “Normally, users do not immediately transact to what they see. It is very important to be retained in the memory of the user for a better brand recall. Omnichannel marketing does it quite well."
Adda52 Rummy currently spends 30 per cent of its overall marketing budgets on media like television, print and OOH.
The strategy for TV is to tap the audience during prime time for the game, which is 7 pm to 1 am. “This is the time when people are active on their mobiles. We run tournaments every hour, starting at 7 pm every evening and create a hook to get people on our platform.”
Bhakuni believes placing the ads beyond the regular drama channels is helping it perform even better. “We are tapping a lot of on-demand content. We recently did very well during a show on Discovery channel. These channels and programmes aggregate audience as the viewership is very high. They offer us guaranteed and very targeted viewership,” he says.
The platform is now trying to deepen its roots in the South Indian states of Kerala, Andhra Pradesh, and Karnataka, where the game is already very popular. It will be running a special campaign around Ugadi celebration, guaranteeing rewards every hour to its consumers.
Bhakuni highlights that the focus is going to be on utilising more data points to enhance user experience in the coming time.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI:Â 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.
