MAM
Gaurav Lulla & Pavneet Gakhal get ready to fire on all cylinders
MUMBAI: Viacom18’s Gaurav Lulla has moved on from the network where he was the head of digital media for MTV India and English Cluster including Vh1, Comedy Central and Colors Infinity.
In his new innings, Gaurav has cofounded Loose Cannons Content Studio along with another senior Viacom18 manager Pavneet Gakhal.
Loose Cannons is a boutique content studio that specialises in content creation for media hubs and brands.
Confirming this to Indiantelevision.com, Loose Cannons Content Studio Co-Founder Gaurav Lulla says, “The current content ecosystem is at a tipping point. With the massive influx of content pipes, over and above the traditional ones that existed, the playground has changed dramatically. This has led to two very diverse challenges – content pipes need to collaborate with varied creators to bring engaging stories to their platforms and the current form of advertising needs to alter to reach out to consumers in unique formats applicable to each content consumption touchpoint. To address this alteration, the ecosystem needs an almost disruptive approach by a motley bunch of loose cannons who keep firing and experimenting with varied content initiatives. Pavneet and I identified with this at a very personal level and hence “Loose Cannons Content Studio.”
The studio has a catalogue of content IPs across limited fiction series and non-fiction show formats which are currently being pitched to all and sundry.
Adds Gaurav: “Loose Cannons Content Studio operates in two diverse universes. On the one hand, we partner with various media houses across platforms to enrich their content offering. On the other hand, we aim to solve the imminent communication challenge facing brands to engage audiences beyond awareness scores. The good news is that both of these journeys have the same starting point : a strong story.”
Gakhal has a clear vision where the boutique studio is headed. Says she: “With an aim to establish strategic alliances and collaborations with a bouquet of production houses, talent management outfits and new age technocrats, we aim to create content that enthrals audiences across all screens. We have a catalogue of content IPs across limited fiction series and non-fiction show formats which we are in the process of getting commissioned. We will dabble with all kinds of branded content initiatives all the way from conceptualization of the content, producing it to be relevant across platforms of consumption and finally building a content marketing campaign around it to amplify its reach.”
At Viacom18, Lulla was responsible for all digital content initiatives and monetisation strategy for the cluster and creating a content funnel by working closely with the entire creative ecosystem of content creators, talent managers and production houses.
During his tenure at the network, engagement scores grew by 3X for all brands on social through creation of ancillary digital content for marquee properties such as Roadies, Splitsvilla, India Next Top Model, The Stage and more.
Gaurav joined Viacom18 in 2011 as the head of innovations and client solutions MTV and later took on many roles at the network including as the head of digital media and brand solutions, INS (Integrated Network Solutions) in 2013 and as the head of digital media and brand solutions English Cluster in 2015. He eventually became the head of digital media for MTV India and English Cluster in 2016.
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.
