MAM
Kotak Mahindra, iProspect India adopt high-impact digital-only approach for new campaign
MUMBAI: Kotak Mahindra, the digital bank that is open to all and is designed to financially empower dreamers, has finally launched the sequel, #DreamsInvited, to its 811 #IndiaInvited campaign.
To create mass awareness around #DreamsInvited across all digital platforms, the bank has collaborated with iProspect India, the digital agency driving business performance from the house of Dentsu Aegis Network.
This latest campaign, starring Ranveer Singh and India’s legendary track and field athlete PT Usha, adopts a high-impact digital-only approach. Handled from iProspect’s Mumbai office, the campaign is focused to build reach with high frequency in six different languages.
To execute this, the agency has taken an OTT-first approach wherein videos in multiple languages – Hindi, Marathi, Tamil, Telugu, Kannada and Bangla – are created and targeted based on geographic specifications.
Videos, ranging from 60 seconders to 10 seconders, are being played on all leading OTT platforms including Hotstar, SonyLIV, Zee5, Voot and SunNxt. YouTube and Facebook are the other additional platforms where the brand has decided to focus on to reach out to its audience.
Commenting on opting for a digital-first strategy, Kotak Mahindra Group CMO Karthi Marshan said, “Digital video publishers and platforms have been claiming near TV levels of reach for a while now. It was only a matter of time before mainstream media users started looking at digital as a serious alternative to TV. We are not quite there yet, but we are keen to test whether the granularity of data for digital viewership helps us deliver buying efficiencies, geo focus, segmented communications et al. In recent times, the CMOs of P&G, Unilever, Adidas and the like have alerted us to the many issues that plague digital media, and it does give us pause. However, we don’t want to risk throwing the baby out with the bathwater. We are only keen to keep trying different things and learn new lessons, hopefully at low cost to the firm and brand.”
Commenting on the association, iProspect India CEO Rubeena Singh said, “Kotak is one of the leading banks in the country and we are proud to work with them on their latest campaign. The brand has been extremely active in the digital space, and we are pleased to partner with them on this innovative approach. iProspect is using its propriety data and technology solutions (created by iProspect Solution Labs) to understand users at a granular level. The insights from there are being used to create a plan to create maximum impact for the latest campaign.”
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.
