Brands
Asian Paints turns ‘Mera wala blue’ into ‘Meri wali blue’ for women in blue
MUMBAI: Talk about a fresh coat of inspiration! Asian Paints has added a vibrant twist to its iconic Mera wala blue with the launch of Meri wali blue, a heartfelt campaign celebrating India’s women cricketers and the fans who bring the game to life from their living rooms.
Part of the brand’s ongoing Har ghar blue narrative, the new film beautifully captures how cricket, while played on the pitch, truly lives in Indian homes, in the cheers, emotions, and shared pride that colour every household blue.
Conceptualised by FCB Kinnect and directed by Good Morning Films, the film traces the journey of a blue jersey, from a tailor’s careful stitching to a young girl’s gleeful cry of “Meri Wali Blue” as she spots her hero Harmanpreet Kaur’s number on it. The message is simple yet stirring: India cheers for India Wala Blue.
The campaign extends Asian Paints’ deep association with cricket, following its smart integrations during the India vs England series and Asia Cup earlier this year. The brand has painted itself firmly into the nation’s sporting story. This time, by championing the rise of women’s cricket and the growing chorus of fans rallying behind it.
Asian Paints Ltd MD & CEO Amit Syngle said, “Cricket brings families, friends, and neighbours together. With Meri Wali Blue, we’re proud to celebrate India’s women cricketers, whose grit and grace continue to inspire millions.”
FCB Kinnect CEO Rohan Mehta added, “Building on an idea that’s shaped culture and giving it fresh relevance is powerful. With just one word, Meri Wali Blue carries hope and belief for generations of women athletes.”
As group executive creative director Yogesh Mani Pradhan put it, “It’s not just an ad, it’s a rallying cry for today, turning nostalgia into a new cultural moment.”
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.
