MAM
Adani Wilmar’s #MonsoonWithFortune billboard features a Pakoda-in-the-rain twist
Mumbai: The onset of rain has inspired Adani Wilmar, an FMCG brand, to give an immersive, 3D twist to the newly launched #MonsoonWithFortune campaign. Crafted around its premier edible offering, Fortune Soyabean Oil, synonymous with quality and taste, is all set to welcome the monsoon season with a revolutionary new campaign.
Building on the inherent joy of indulging in pakodas during rainy days, Fortune has installed innovative hoardings across key locations in Lucknow, Kolkata and Pune. These hoardings feature a unique mechanism that transforms an empty plate into a mouthwatering platter of pakodas with the falling of the rains.
The eye-catching, bright yellow-and-green hoarding features an empty plate with the words, ‘Baarish Ka Intezaar’ (waiting for the rains) which instantly changes to ‘Pakode Hain Tayaar’ (pakodas are ready) with the pouring of the rains. It perfectly encapsulates the anticipation and excitement associated with the monsoon. This dynamic, interactive display is sure to garner attention and bring a smile to those passing by the hoarding.
Fortune has also launched a heartwarming TVC to further amplify the monsoon mood, capturing the season’s essence. The TVC, featuring the catchy tagline – ‘Yeh baarish phir se aayi hai, saath apne pakode ka mausam laayi hai’ (this rain has returned, bringing with it the much-loved season of pakodas), focuses on the shared experience of enjoying pakodas made by our mothers during the rainy season.
Adani Wilmar senior vice president of sales and marketing Mukesh Mishra said, “This innovative campaign is our way of celebrating the joy of monsoon and connecting with our consumers on a deeper level. We believe this creative approach will resonate with our audience and reinforce Fortune’s position as a brand that understands and embraces the traditions and flavours of Indian households.”
As part of the campaign, Fortune is offering an irresistible deal: Buy five litres of Fortune Soyabean Oil and get 400 gms of Fortune Besan absolutely free! This special offer is valid for a limited period and is a perfect opportunity to stock up on the essential ingredients for delicious pakodas.
With its innovative hoarding campaign and captivating TVC, Fortune is set to make this monsoon season truly memorable.
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.
