MAM
Asus’ new campaign untangles people from traditional TV screens
Mumbai: Taiwanese tech giant Asus India has released a new brand campaign called #WhoWatchesTV to showcase its latest innovation of portable TV viewing experience. The brand campaign is aimed at untangling people from their traditional TV screens without breaking that bond.
“Television holds a strong relationship with Indian households, being synonymous with ‘family time.’ All 90’s or 2000s kids can easily recollect some of their favourite TV shows, and how they reacted when someone interrupted their TV time. #WhoWatchesTV campaign urges consumers to resolve these interruptions by upgrading to Asus’ innovative product #YourOLEDTV that would offer an uninterrupted experience while allowing them to carry their TV wherever they go,” said the brand in a statement.
As part of a social experiment, the campaign brings together content creators Funcho, Anam Darbar, Abhishek Nigam, and TV actor Arifsha Khan to capture people’s emotions when their TV time is interrupted, thereby emphasising the importance of a more portable way of watching television which is also aligned with the new normal. The campaign will be live across Asus’ digital as well as social media channels.
“TV has always been the core source of entertainment for all of us. We at Asus believe in constantly revamping consumers’ experience through our innovation and allowing consumers to do what they love, more innovatively,” said Asus India business head of consumer and gaming PC, system business group Arnold Su. “Our latest campaign #WhoWatchesTV celebrates the emotional relationship we hold with television; it’s more of a companion and we want it to resonate with all age groups. Through this campaign, we urge everyone to reconnect with their inner child who would never compromise on its screen time by continuing to watch the favourite show on #YourOLEDTV.”
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.
