Brands
Innovation-led consumer activations keep kabaddi enthusiasts hooked
MUMBAI: While the action on the mat gripped the entire nation, Vivo Pro Kabaddi Season 5 also innovatively engaged with its fans, off the mat. In line with the vision of making kabaddi an accessible and engaging sport for everyone, the league organised a host of appealing marketing activations for kabaddi enthusiasts across the country.
‘Team Up – Lift the Cup’ was the mantra for fans, as they took up the Pull Room Challenge, getting first-hand taste of Le Panga. The challenge — which is under way till 28 October — involved a replica of the Vivo Pro Kabaddi Season 5 trophy placed inside a locked chamber which could only be opened when a team of seven individuals, just like in a kabaddi team, attempt to unlock it. Placed in multiple locations across Mumbai and Bangalore, the activation saw scores of kabaddi enthusiasts trying to strategise and come up with innovative ways to accomplish the seemingly difficult task.
Meanwhile, in Bangalore, the league also partnered with 30 pubs to ensure a wholesome and enjoyable kabaddi experience for fans as they unwind their day with an action-packed evening of kabaddi with their friends. These included kabaddi screenings and branding for the Vivo Pro Kabaddi across all 30 locations.
Vivo Pro Kabaddi also tied up exclusively with one of Mumbai’s oldest and most visited mandal, Girgaoncha Raja on the occasion of Ganesh Chaturthi. This included creating a special VIP room, organising engagement activities and the showstopper- installation of Ganesha playing Kabaddi apart from other branding initiatives. This was accompanied with 20 more Ganesh Mandal tie ups in a total of six cities.
The path-breaking campaign was conceptualised and managed by The Brand Brewery – a leading experiential marketing agency. TBB came up with this classic campaign to bust myths like kabaddi places more emphasis on brawn than brain and reiterate instead that the sport is a combination of strategy, teamwork and athleticism.
The campaign also went viral on social media and scored high on the popularity meter.
Link to the Video: Star Sports Pull Room Challenge
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.
