MAM
Bosch’s latest campaign takes the struggle out of drying clothes
Mumbai: German home appliances company Bosch on Wednesday launched a digital campaign titled ‘Zero Effort, 100% Drying’. Highlighting the benefits of the brand’s automatic dryers, the quirky campaign shows how basic household chores like drying can be automated and made easier.
Conceptualised and executed by Taproot Dentsu, the ad film showcases an urban couple’s day-to-day ordeal of drying clothes manually. Bosch dryer comes to the rescue and effortlessly saves the day.
“We wanted to find an endearing narrative for Indian couples that helps them realise a bitter truth – till the time you don’t get a dryer, you are the dryer,” said Taproot Dentsu executive creative director Yogesh Rijhwani. “To make a case for automated drying, we tapped into our collective memories to find the most relatable experiences we could, including the recent experiences from two lockdowns and many Mumbai monsoons.”
“We are thrilled to launch our first ever dryer campaign in India, showcasing the Bosch range of dryers which requires minimal efforts and provides better drying,” said BSH India CEO & MD Neeraj Bahl. “Our objective is to focus on the lifestyle and convenience benefits that the category can deliver and closely analyse the mind shift.”
“The demand for premium products in India is increasing and we are looking forward to the vast possibilities for dryers in India and hope to replicate the global success of the category in the country,” he added.
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.
