Brands
Brand Integration grows in Indian Cinema
MUMBAI: As the new Rs 200 crore club emerges in Bollywood, it’s also been a strong year for brand integrations in films. Krrish 3 has revolutionised Bollywood content with the most number of brands ever having been integrated in a film. Mates India, a well-known brand integration, film marketing and celebrity management firm, was behind weaving in five brands – Cadbury Bournvita, Flair pens, Tata Manza, Fortis Hospital and Forever Jewelry into the film. And the jobs of Sooraj and Darshana Bhalla don’t end there as post the integration; merchandising has also become an equally important marketing tool in today’s day and age.
Cadbury Bournvita for example was not only the drink consumed by Rohit in the film while he works in his science lab but as consumers we soon saw special Krrish Bournvita packs on the shelves in our grocery stores. A fly with Krrish contest was implemented which would create a direct connect with the consumer and also allow for the winners to meet Hrithik Roshan one on one if they happen to be one of the lucky winners. Such activities not only benefit the brands but also help the film maintain its shelf life beyond the first weekend. Promotions and ads around the integrated products (ex: Krrish Flair pens) keep the buzz around the film alive and hence it becomes a mutually symbiotic relationship.
Bridging the gap in this relationship is a firm like Mates, which finds the right synergies and creates opportunities for both the films as well as the brands. Talking about the changing trends, CEO Sooraj Bhalla says, “It has been amazing to see how over the years content and advertsing are seeping seamlessly into each other and providing for a great viewer experience. Krrish 3 has been a very ambitious project for brands too. The belief and the vision has paid off.” Besides Krrish, Mates has worked on integrating content in many other films such as Race 2 (Audi), Yeh Jawani Hai Deewani (MakeMyTrip.com and Jabong.com), Bhaag Milkha Bhaag (Birla Sun Life Insurance), etc.
By Dolly Bhatter, publicist by profession (PR and CEO of a PR firm)
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.
