MAM
Aisle’s #FindAnkit campaign brings meme marketing to new heights
MUMBAI: Romance and memes—a pairing as timeless as chai and rain. Aisle has hit the sweet spot with its latest meme marketing campaign, #FindAnkit, blending humour, nostalgia, and modern matchmaking. This campaign, which exploded on Bengaluru’s social media scene and iconic streets like Church Street, has become a viral sensation, showcasing how even a dating app ‘swipe mishap’ can lead to a city-wide love quest.
The campaign began when a playful tweet from a group of friends revealed that one of them had accidentally skipped a profile on Aisle—a 5’11” chai-loving techie named Ankit from Bengaluru. Armed with witty placards and heartfelt pleas, the group took to the streets, turning the quest into a public mission. Their light-hearted appeal was simple: “Help us find Ankit!” Social media influencers and meme lovers soon joined the fun, with one popular X (formerly Twitter) influencer rallying their followers to tag every ‘Ankit’ in their contact list.
What happened next? Chaos—delightful, hashtag-fuelled chaos. Aisle didn’t miss a beat, jumping into the action with cheeky tweets and amplifying the hashtag #FindAnkit. The result? Timelines flooded with tags, memes, and witty banter, as netizens united to locate the elusive techie.
Aisle Network head Chandni Gaglani described the campaign as a playful ode to old-school romance, “At Aisle, we believe love isn’t just about profiles and swipes; it’s about creating moments that matter. #FindAnkit is a light-hearted, Bollywood-style effort to show that putting yourself out there can be romantic too. With this campaign, we’ve turned an accidental skip into a collective mission—proving that effort, humour, and a little serendipity make modern matchmaking just as special.”
The campaign’s numbers speak for themselves. 8.6 million reach, 9.8 million views, and an entire city talking about Ankit. Aisle has not only driven engagement but also reminded everyone that meaningful connections require a touch of persistence and charm.
The campaign’s clever approach resonated deeply with Bengaluru’s meme-loving crowd. By tapping into the city’s love for humour and community-driven missions, #FindAnkit didn’t just entertain—it created a shared moment that blended digital culture with the charm of chance encounters.
So, has Ankit been found? That’s for the internet to decide. One thing is clear, though—Aisle has captured the essence of modern romance, one meme at a time.
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.
