MAM
Brand Street Integrated Executes Experiential Campaign for MTR’s New Product “Laban Stretchy Man”
MUMBAI: Brand Street Integrated, a leading marketing agency has executed an experiential campaign for “Laban Stretchy Man”, the new human-shaped, stretchy, fruit flavoured chews from Norwegian brand Orkla. The product has been localized by MTR Foods in India. This was a sales and sampling campaign which aimed to create awareness in the student community about the brand and its product by creating a WOW experience. The company cited the right opportunity to maximize the brand awareness by joining hands with an exciting and unique initiative which was hosted towards forming the longest chain of people patting each other on the back towards happiness and the good work done so far by individuals.
The campaign was driven on the occasion of Children’s Day in the city of Bengaluru. Given their understanding of brand-recall and sales marketing, BSI had designed the campaign keeping the requirement to increase awareness and ensure maximum visibility and sale to happen of the product. The whole concept was designed to spread the awareness and benefits of appreciation of people and environment for health, happiness & World Peace. The event was also an attempt for gaining recognition in “Guinness Book of World Records”. Around 10+ schools from Bangalore participated in the event with a crowd of more than 2000 children.
Apart from this, the children were also given a brief about Laban stretchy jelly and the colorful flavors they come in – Bravo Orange, Go-Go Mango, Super Strawberry and Giggly Green Mango. Samples were given to all the participants and a stall was also installed at the venue for further sales activity.
Speaking about the campaign, Mr. Mayur Gurukkul, Business Head (South), Brand Street Integrated said, “We wanted this campaign to be delightful and exciting since the primary consumers are children. With this campaign we have been able to associate Laban stretchy jelly with an activity that immediately thrills and invigorates participation from their target group and also helps in brand recall as children associate information with emotions.”
Commenting on their campaign, Mr. Vipul Goel, Head- Trade Marketing MTR Foods (Laban), said, “We are glad to have associated with BSI for our campaign. They understood our brief very well and planned and executed this campaign to build awareness amongst our primary target group and also enhance our brand by associating with a joyful activity.”
In the past, BSI has planned and successfully executed marketing campaigns for some of the leading industries like Marico India, JSW India, Sun Pharma, Lupin, Kohinoor Foods, TATA SKY, Mosaic India, Tata Broadband, MTR, Tata Sky, Shell India and many more.
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.
