MAM
82 per cent Indians see TV/OTT impact on mental health perception: Survey
Mumbai: Cinema influences culture with the power to shape perception and impact societal beliefs, cinema remains a catalyst to drive cultural change. Mental well-being in recent years has gained some prominence in broadcast content but the need to make it a more proactive conversation continues. To address this, ITC Fiama’s recent survey highlights the need to explore a more positive portrayal of mental well-being in cinema and entertainment.
The Feel Good with Fiama Mental Well-being Survey, 2023 revealed that better portrayal of mental health in cinema would influence perceptions and drive conversations – 82 per cent of the survey respondents felt that TV/OTT can be instrumental in influencing perceptions about mental health, 77 per cent believed that TV/Movies and OTT content can drive mental health conversations. To augment the conversation further and help influence perceptions at scale, in a first in the cinema and TV/OTT content awards fraternity in India, ITC Fiama collaborated with India’s premier film platform Filmfare to announce a special recognition for the sensitive portrayal of mental health in cinema.
At the Filmfare OTT Awards 2023, ITC Fiama and Filmfare announced this special recognition and in its debut year, it was deservedly won by Director Anvita Dutt for her sensitive portrayal of intergenerational mental health issues in her critically acclaimed film ‘Qala’.
A Filmfare representative, states, “Filmfare is a pioneer and has many firsts to its credit. With the power cinema holds to break the stigma around mental health, we are elated to have collaborated with ITC Fiama to acknowledge the movie ‘Qala’. It is a step forward in the direction of sparking a dialogue around a sensitive subject. We hope that the recognition encourages more filmmakers and content creators to initiate more conversations around the subject.”
Commenting on the win of her film ‘Qala’ and the need for positive portrayal of mental health in cinema, Director Anvita Dutt said, “I really like stories where women save themselves. But sometimes we have to tell stories where they can’t. We therefore spin yarns that are thinly disguised veils over such uncomfortable truths, hoping that people understand and recognize it as a cry of help. That is what I tried to do with my story and I thank ITC Fiama and Filmfare for appreciating the intent behind my film. We often forget to ask for help, not knowing there are people on the other side willing to provide it, even if it’s you, yourself.”
ITC Limited divisional chief executive personal care products business Sameer Satpathy adds, “Cinema has been instrumental in shaping beliefs and perception in society, making it intrinsic to our culture. Our effort to make mental health a more proactive conversation continues with the first-ever special award for the portrayal of mental health in the movies. The collaboration with Filmfare marks a significant step for Fiama to reinforce our commitment to raise awareness on mental well-being and encourage positive conversations around it.”
ITC Fiama in collaboration with The Minds Foundation, has also launched its first Virtual Clinic. The Virtual Clinic is designed to enable affordable access to mental health therapy delivered by licensed professionals. It is an appropriate platform that encourages individuals to seek help in an intimate virtual space without the fear of embarrassment or the prevailing stigma. The MINDS Foundation has specially put together a team of highly qualified therapists for the Virtual Clinic, thereby, offering expert advice, therapy, and counselling at the convenience of one’s privacy.
Register here for a professionally qualified therapist consultation from Minds Foundation at an affordable fee of just Rs 300/- per session.
The ITC Feel Good with Fiama Mental Wellbeing Survey 2023 was conducted with 800 men and women between the ages of 16-45 years across Delhi, Mumbai, Kolkata and Bangalore. The survey was conducted by NeilsenIQ in September 2023.
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.
