MAM
Bourbon uses coffee to the biscuit advantage in campaign for Cappuccino
MUMBAI: Bourbon, a chocolate biscuit brand, has unveiled TVC campaign for its new offering- Cappucino.
The television campaign, conceptualised by McCann Erickson, will be supported by other mediums like social media, outdoor and on-ground activation.
The new variant is designed to delight the youth inspired by one of their favourite pastimes of today’s– Coffee. Called Bourbon Cappuccino for the first time ever, Bourbon is now also square-shaped and has bitter-sweet coffee cream on the inside.
McCann Erickson regional creative director Anil Thomas said, “Coffee is a loaded symbol/ritual with the youth especially when it comes to the opposite sex. It is this symbolism that we have tried to charmingly capture through the situation of the ‘date night’ coming to an end. True to the Bourbon way of effortlessly but cheekily masterminding desired outcomes, the girl cleverly handles the situation by playing along with the boy and using the double entendre of coffee to her advantage.”
Bourbon has used research extensively for the launch of Bourbon Cappuccino. It has also carried out product testing, concept and communication testing to finalise the launch mix.
“In a blind product test, Bourbon Cappuccino significantly beat all direct and indirect offerings in the market place. In terms of product concept fulfillment, Bourbon Cappuccino gave us high fitment and satisfaction scores. With regards to communication, consumers found it highly enjoyable and in keeping with the brand values and core proposition of ‘andar se kuch..bahar se kuch,‘” Thomas added.
Directed by Prashant Issar, the ad film has been produced by Tubelight Films.
The ad film shows a guy who has come to drop a girl at her home in the night. She gets down from the bike and says bye as she walks towards her house but the guy expects something more than just a ‘bye’. She looks at the expectant guy and says softly with a touch of seduction in her voice: “Want to come in for some coffee?”.
The boy feels excited and enters the girl’s house. While he is waiting for the ‘moment’ he hears a sound, looks up in anticipation to see an old lady walking with the tray. She is the girl’s grandmother and offers the guy Bourbon Cappucino as she says “Hello! Mein Nikki ki nani hoon. Yeh lo coffee. Cappuccino lo na”. The guy looks stumped as he takes a bite and Nani asks, “Achcha hai na.”
The video then announces how the Bourbon is made and pulls out to see the coffee cup formation of biscuits and Bourbon cappuccino. The last scene shows Nikki and Nani saying bye to the sheepish looking guy. The girl has a wicked smile as Nani tells him, “Aate rehna beta” and Nikki completes the sentence with “Bourbon Cappucino ke liye!”
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.
