MAM
Azva launches campaign on seven vows
MUMBAI: Azva, the bridal jewellery collection from World Gold Council, has launched its latest campaign on the idea of seven vows / saat pheras of a wedding ritual.
The insight for the campaign is that Indian marriages and gold go hand-in-hand. The last decade or so has witnessed a sea-change in the way marriages are solemnised in India. When the location, attire, mandap, sangeet and even décor have seen dramatic influences from other cultures and countries, the modern Indian couple was seen as moving forward. But gold bridal jewellery remained stuck in tradition and in the traditional idea of marriage.
The challenge was to bring gold back into modern marriage conversation. The brief given to BBH India was to contemporise gold in the modern marriage context. The campaign aims to contemporise the modern seven vows and in turn builds relate-ability with the modern day couple. The creative idea “every relationship has the magic of seven” is translated in the creatives.
The nationwide roll-out across 46 cities comprises of TVC as the lead medium supported by OOH and ads in leading magazines. There is a strong digital plan engaging the audience on social networking site and promoting the brand across leading online portals.
The TVC is directed by Prakash Varma of Nirvana Films. Media buying is handled by Maxus
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.
