Brands
Casio turns back time as Vintage AQ-240 ticks with Gen Z attitude
The Never Just One campaign blends retro charm with modern mood for India’s youth.
MUMBAI: If time could shape-shift, it would probably wear a Casio. Casio India has rolled out a fresh campaign for its Vintage series, putting the spotlight on the AQ-240, a watch that leans into nostalgia while keeping pace with modern, ever-evolving identities. Part of Casio’s broader Future Classics line-up, the AQ-240 draws from the brand’s heritage while reinterpreting it for today’s sensibilities. The new campaign is anchored in a simple but telling idea: Never Just One. It mirrors a generation that refuses to be boxed into a single identity fluid in style, mood and self-expression much like the watch itself.
Vintage Casio watches have long enjoyed cult status, particularly among Gen Z and millennials. With this campaign, the brand doubles down on that connection, positioning the AQ-240 as a timepiece that adapts seamlessly to different roles and moments. Set against the pulse of contemporary urban culture, the campaign film captures how young consumers shift effortlessly between personas, styles and settings.
At the centre of the AQ-240 is its defining feature, a dual-display dial that fuses analogue hands with a digital screen. The sun-ray dial finish adds depth and clarity, while the distinctive TV-shaped digital window delivers a strong retro cue. Available in silver, blue and gold variants, the watch balances throwback aesthetics with everyday versatility.
“Through this product series and its campaign, we celebrate a generation that is dynamic, diverse and always redefining itself,” said Casio India managing director Takuto Kimura. “The AQ-240 embodies this same spirit merging analogue and digital, retro and modern while staying attuned to the cultural rhythm of modern India.”
The campaign has been brought to life by Homegrown and directed by Varsha Patra. Using abstract yet striking visuals, the film leans into the idea of duality not just in the watch’s design, but in the mindset of its audience. The result is a narrative that feels less like a product showcase and more like a reflection of how young India sees itself.
With Never Just One, Casio reinforces why its Vintage line continues to resonate decades on. In an era that values reinvention as much as authenticity, the AQ-240 positions itself as more than a watch, it’s a reminder that style, like time, doesn’t stand still.
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.
