MAM
Building India’s next gen all rounders
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The problem: Research showed children of today were different from that of yesteryears. They wanted to be more in control, more informed and more ready to explore and this was seen in their willingness to explore unconventional career options like sports, acting and flying. The key consumer insight was that children nowadays want to enjoy life and have a sense of achievement at the same time.  Horlicks recognised this desire in every kid not just to explore life on their own terms but without having the burden of excelling in academics, a theme so ubiquitous in India. In the famous words of George Bernard Shaw “Simply not letting schooling interfere with their education”. The aim: Horlicks aimed to celebrate this spirit in childhood – and designed its media and communication around “dynamic development.” Communication Goals:
And all this within the school…! Media solution and execution:
India’s largest inter-school talent program reached out to a million kids across 4,500 schools in 15 cities to unearth and demonstrate their talent in as many as 25 non-academic fields. Horlicks Wizkids also provided a platform for kids to hone their talent through a stint with specialist partners in various fields like Ashley Lobo for Dance, Girish Karnad for Theatre etc who trained the winners of the respective fields. The All rounders were crowned as India’s Dream team.
Result: Horlicks Wizkids helped bring holistic development for children in India to the forefront for the first time. What makes the idea special? 1) It was based on key consumer insights and brands core proposition.
3) It received positive coverage across media – newspapers and TV channels amounting to 2 times the money invested. 4) Client speak: “An incredible idea, executed on a massive scale with great detailing and amplified many times through media tie-ups. This will form a key part of the Horlicks calendar in the years to come,” exclaimed GlaxoSmithKline Consumer Healthcare GM Marketing Shubhajit Sen. |
‘Horlicks Wizkids’ – an initiative that brought alive dynamic development of kids.
To inform kids and their parents of this event, the program was promoted across media – television, radio and newspapers prior to the event.
2) A long term branded property for Horlicks which imbibed the brand values and created a buzz amongst kids. Buzz scores (i.e Awareness of Horlicks from friends/relatives) registered significant growth during Wizkids activity. This growth can be directly attributable to this activity since all other media inputs remained more or less constant.
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.
