MAM
Ceat signs Aamir Khan as brand ambassador for two years
MUMBAI: Ceat Tyres has signed Bollywood superstar Aamir Khan as its brand ambassador for two years. As part of an integrated marketing campaign, Aamir Khan will feature in two commercials during the course of the IPL 2020 to promote Ceat’s SecuraDrive range of premium car tyres. The first ad will be aired at the beginning of IPL and will also be rolled out/promoted across different media platforms both online and offline. The campaign based on the theme ‘don’t be a dummy’ emphasises on the usage of high quality tyres that provide complete safety in any kind of driving conditions.
Created by O&M, the campaign, is based on an interesting storyline set in an advanced tyre testing facility, where test dummies are used for testing. Aamir Khan’s character is that of a dummy who comes to life when no one’s watching and manipulates situations to save himself from the perils of tyre testing. The idea is to propagate safety and showcase how the Ceat SecuraDrive car tyres enable a safe drive in different driving situations, through superior control at high speed turns and precise braking. Ceat’s SecuraDrive tyres are meant for premium sedans and compact SUVs such as Honda city, Skoda Octavia, Toyota Corolla, Hyundai Creta, Maruti Suzuki Vitara Brezza, Honda WR-V, etc.
Ceat Tyres CMO Amit Tolani said, “We at Ceat have always believed in our vision of ‘Making Mobility Safer and Smarter Every day’. The launch of our new campaign articulates the same for our premium sedans and compact SUVs tyre range. The central idea is to highlight the importance of using credible, reliable and durable tyres as against using any ‘dummy’ tyre. We are delighted to have Aamir Khan on board for this campaign as he perfectly embodies Ceat’s core values of integrity, passion, perfection and innovation. With one of the best actors in the industry, associating with one of the best tyres in its segment, we believe we have a winning combination at hand. IPL offers an ideal opportunity for us to connect with our customers as it is one of the most widely watched events in India with a massive viewership.”
Aamir Khan said, “I am proud to be associated with one of the most respected brands in India. When Ceat reached out to me for this campaign, I instantly connected with the idea and completely fell in love with the script. Playing a character of a dummy was a unique experience and I thoroughly enjoyed the shoot. I am looking forward to an exciting journey with Ceat tyres.”
O&M group creative director Rohit Dubey said, “On a regular day CEAT tries to push the envelope of tyre advertising, so when it came to Super Bowl of India – IPL, the brand set the bar higher for itself. Disruption, with a tinge of CEAT’s trademark tongue-in-cheek approach, led us to collaborating with Aamir Khan. A big challenge was, what newness can we create with him. And hence the ‘paranoid, crash test dummy.’ Being aware of COVID production reality, we scripted it such that it doesn’t require a crowd scene and kept it contained. We hope “Baat safety ki hai, Don’t be a dummy”, strikes a chord with consumers and stands out in the crowd of IPL spots.”
The Ceat SecuraDrive tyres with the wide longitudinal tread grooves and smart compounding technology help keep the vehicle within the driver’s control on wet and dry road conditions. The enhanced tyre tread technology helps in lowering noise levels while commuting and delivers an extremely comfortable driving experience.
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.
