MAM
Apollo puts tyres to the test as Team India’s grit gets the big screen
MUMBAI: From dusty maidans to packed stadiums, every great cricket story begins with a long drive and Apollo Tyres is betting that journey is where the real drama lives. The tyre major, lead sponsor of the Indian cricket team, has rolled out a new brand campaign, Har Safar Mein Dum Hai, placing endurance and discipline at the heart of both Indian cricket and its own brand philosophy. The film brings together Sachin Tendulkar and current Team India stars Virat Kohli, Rohit Sharma, KL Rahul, Shubman Gill and Arshdeep Singh, all appearing in official Team India jerseys.
Directed by filmmaker Abhinay Deo and set to A R Rahman’s Maa Tujhe Salaam, the film traces the real-life journeys of the players from childhood ambition to the weight of wearing the India jersey. The narrative places as much emphasis on family sacrifices and personal discipline as it does on talent, underlining the standards required not just to reach the top, but to stay there.
Running through the story is Tendulkar, not merely as a brand ambassador but as a living benchmark, a reminder of the values and expectations that continue to shape Indian cricket across generations. The campaign draws a parallel between this legacy and Apollo Tyres’ own evolution from a domestic player to a global brand built on performance and reliability.
“This campaign reflects a core belief at Apollo Tyres that excellence is built through resilience, discipline and consistency,” said Apollo Tyres Ltd vice chairman and managing director Neeraj Kanwar describing Har Safar Mein Dum Hai as a tribute to the Indian spirit and the commitment it takes to be the best.
Scriptwriter and conceptualiser Simran Kanwar said the film focuses on the relentless pursuit of excellence rather than the moment of arrival, calling it one of the rare campaigns to unite multiple global sporting icons from a single sport, anchored by a song synonymous with Indian cricketing pride.
The cricket establishment has also thrown its weight behind the narrative. Board of Control for Cricket in India secretary Devajit Saikia said the film captures the hard work, sacrifice and endurance required to represent the country at the highest level, adding that the association reflects a shared belief in nurturing talent from the grassroots up.
For Apollo Tyres, the campaign is more than a star-studded spectacle. According to Apollo Tyres Ltd Group head of marketing Udyan Ghai, the film reinforces the brand’s positioning around performance and reliability, while mirroring Indian cricket’s journey from local beginnings to global stature.
In a country where cricket is measured as much in emotion as in runs and wickets, Har Safar Mein Dum Hai makes a clear pitch, greatness is not about the destination, but the road and having the stamina to stay the course.
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.
