MAM
Birla Sun Life Insurance launches TVC with Yuvraj Singh
MUMBAI: Birla Sun Life Insurance has launched a new TVC with brand ambassador Yuvraj Singh who has just recovered from cancer.
The television commercial is the second leg of the earlier ad that saw Singh saying “jab tak balla chal raha hai, thaat hai”. Through the new ad the cricketer makes a comeback and shares his determination to live with confidence through the ups and downs of life. He takes a leaf out of his own life to make the point that it is futile to question fate. Instead, he exhorts his audience to be prepared for whatever life may bring, the company said.
With the sentence “jab tak balla chal raha hai, thaat hai”, he takes a cricket analogy into life, equating “balla” with financial preparedness.
Aditya Birla Group chief marketing officer – financial services Ajay Kakar said, “In our opinion Yuvraj Singh is a true hero. Even through this tough interlude of his life, he has not questioned destiny and asked “why me”, but maintained a singular focus on his come-back not just to cricket but to life.”
“Through our new TVC we wanted to take this thought forward to the masses that while you can‘t anticipate your future, you can at least prepare for it. Taking inspiration from his life story this time the thought moves from the game of cricket to the game of life with -‘Kyonki cricket ho ya life, jab tak balla chal raha hai, thaat hai‘,” he added.
The company has launched a 45-secondar television commercial that will have an approximate 40 day runtime. It will be present across channels like television, print, radio, and digital along with BTL activities.
The TVC opens in a sunny setting with Yuvraj visiting a school where cricket net practice is on. Yuvraj is talking to the kids, telling them about his journey through his illness and the valiant comeback that he has made. He then talks about the unpredictability of the future, and says that we need to plan for it today.
The campaign makes a departure from the previous one with its more positive approach. It moves from him being alone in a rainy setting to a bright sunny afternoon amidst children. The campaign also moves from cricket to life. Through this TVC, the company aims at urging the viewers to plan their future today in a life full of uncertainties, with Birla Sun Life Wealth with Protection Solutions.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI:Â 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.
