MAM
Britannia NutriChoice promotes healthy food choices
MUMBAI: Health is tough and requires a lot of sacrifice. This is the perception that deters most people from adopting a healthier lifestyle. In its new TVC campaign, Britannia NutriChoice Digestive puts forth a refreshing new point of view that when you start on your health journey, while the results might show up late, the feeling of instant gratification is immediate.
The idea of the campaign stemmed from the insight that people do not have the motivation to make healthy choices because they think the results will take a lot of time. Contrary to this belief, the gratification of feeling good when you start is instant. The campaign is targeted towards individuals in their late twenties and early thirties, who are contemplating taking their first step on the journey to health.
Britannia marketing vice-president Ali Harris Shere says, “Britannia NutriChoice as a brand has always propagated making healthier choices. With the new campaign, the brand is making a clear shift to a purpose led communication, where the intent is to inspire people to start on their health journeys with the promise that the real result of making healthier choices lies in the feeling that they generate from within and NutriChoice Digestive is the perfect choice of snack to start your health journey with’.
The TVC shows a slightly unfit 35 year old man who decides to start his health journey at a supermarket store, where the protagonist while browsing through the snacks aisle, chances upon NutriChoice Digestive. We see the protagonist the next morning at a park where he is clearly struggling to start on his health journey, unable to perform various exercises. But even as he struggles, he realises that he feels great to have started something healthy. The film ends with him choosing to have a NutriChoice Digestive instead of a donut, further reinforcing the ‘great feeling’ he experiences in continuing to make the good choices in life.
Lowe Lintas spokesperson said, “When it comes to making the journey towards a healthier lifestyle, there is one feeling that resonates with most of us. The high of simply having made a start. A guy who has just started gymming or eating healthy feels fantastic on his first day. It’s an instant gratification, even though the tangible results of his efforts are months, maybe years away. We felt this was a relatable and fresh insight to encourage fence-sitters to make a healthy start.”
The TVC has been rolled out across all major markets supported by a digital activation.
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.
