MAM
Swiggy’s first TV ad urges you to try its delivery
MUMBAI: Food delivery app Swiggy is enticing customers to its platform in its first ever ad campaign for television and digital. Conceptualised by Lowe Lintas Bengaluru, it pivots around how Swiggy is the best resort for any occasion due to its superior food ordering experience.
Devised keeping in mind India’s changing gastronomical culture, the campaign brings to life various food ordering occasions, showcasing how Swiggy plays a role in the consumer’s lives during those moments. Be it unexpected guests, cooking gone wrong, or even someone burning the midnight oil, the TVCs make for an intriguing watch as they explore relatable real-life scenarios.
House Party TVC
Swiggy vice president of marketing Srivats TS says, “As India’s largest food ordering and delivery platform, Swiggy has become an integral part of consumers’ lives. Our latest campaign and first set of TVCs showcase how Indians turn to Swiggy every time an occasion calls for delicious food and have a great food ordering experience. We hope to continue delivering the same loved experience to millions of more users.”
Considering the relevance of the campaign, the ads are being aired on channels spanning the genres of Hindi and English entertainment, movies, music, sports, lifestyle/travel and news. Given Swiggy’s strong uptake, the ads will also be aired across some of the top regional channels.
The brand film is complimented by Swiggy’s campaigns on channels such as outdoor and digital.
Cooking gone wrong TVC
Parents out of town TVC
Unexpected guests TVC
Game nights TVC
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.
