MAM
Caratlane makes a Pujo proposal with a love story set to Rabindra Sangeet
MUMBAI: When love meets Pujo, sparks fly louder than dhak beats. Caratlane has dropped a new festive film that transforms Durga Puja into the most romantic stage for a proposal, complete with sindoor, Rabindra Sangeet, and one unforgettable ring.
The campaign, titled ‘Maayer Aashirbaad’, is conceptualised by BBH India and directed by award-winning filmmaker Bauddhayan Mukherji of Little Lamb Films. At its core is Caratlane’s elegant proposal ring, unveiled as the ultimate symbol of commitment, timed to match the emotional crescendo of Bengal’s grandest celebration.
Music drives the entire storytelling. Composed by Debojyoti Mishra, the score is a soul-stirring medley that blends timeless Rabindra Sangeet with earthy folk melodies. Sung by Mekhla Dasgupta and Chirantan Banerjee, the tracks double as dialogue, with lyrics becoming playful exchanges between the protagonists, actors Ayoshi Talukdar and Subhrojit Saha. Their chemistry carries the love story from Shoshthi to Doshomi, across iconic moments like Anjali, Dhunuchi Naach, and Bhog.
The film reaches its high point during Doshomi’s sindoor khela, where the male lead drops down on one knee in a cinematic proposal. The ring gleams not just as jewellery but as a promise rooted in tradition yet charged with spontaneity. It’s the kind of moment that lingers, much like the colours of Pujo itself.
For BBH India, CCO Parikshit Bhattacharya the festival was always a love story waiting to be framed. “Durga Pujo is already about romance, rituals, and memories. We wanted to set one more love story against that backdrop,” he said, emphasising how cultural truths create deeper brand narratives.
Caratlane MD Saumen Bhaumik echoed that sentiment, noting that proposals are “matters of the heart free flowing, spontaneous, like a melody.” By weaving music, ritual and romance, the campaign aims to move beyond standard jewellery ads into something more heartfelt and enduring.
With its lush visuals, rich soundscape, and a story that plays out as much in the heart as on screen, Maayer Aashirbaad isn’t just a campaign, it’s a proposal wrapped in the colours, chaos, and cadences of Pujo itself.
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.
