MAM
Center Fruit partners with Sony Pictures to introduce special ‘Spiderman – Far from Home’ Pack
MUMBAI: Perfetti Van Melle India has announced its collaboration with Sony Pictures for its flagship gum brand Center Fruit. With the upcoming release of movie Spider-man Far from Home in cinemas on 5th July, Spiderman frenzy is at its peak. In partnership with Sony Pictures, Perfetti Van Melle is all set to delight Marvel fans with a limited edition Center Fruit ‘Spiderman – Far from Home’ pack.
As part of this association which was facilitated by Group M, the brand has rolled a special limited-edition variant with Spider-Man themed packaging. The roll out of the new product is also being supported with a co-branded TVC made in collaboration with Sony Pictures. The TVC is centred around the protagonist who is seen powering up in the new Spider-Man costume. The protagonist then appears to be making use of his ‘Spider-man’ powers to walk across the ceiling on the room ready to save the world. The whole sequence is brought into perspective with the introduction of the elder brother character leading to a twist. The repartee that follows between the siblings introduces the new Center Fruit product that cuts into visuals from the original motion picture trailer. The sequence is supported by the official Spiderman soundtrack that not just builds excitement but also holds the entire sequence deftly.
Speaking on the collaboration, Rohit Kapoor, Director Marketing, Perfetti Van Melle India said, “We at Perfetti Van Melle believe in refreshing consumer interest in our product categories with the introduction of contemporary offerings. Center Fruit’s collaboration with the Spiderman Far from Home movie ensures high visibility amongst fans, while the new flavour adds another appealing dimension to the familiar taste profile of the product. Both Center Fruit and the movie are symbiotic in their appeal as contributors to mood upliftment enhancing the ‘fun’ experience that they promise. We are certain that the new Center Fruit ‘Spiderman – Far from Home’ pack will strike a chord with our consumers across India and increase market resonance for the brand significantly.”
Shony Panjikaran, Marketing Head, Sony Pictures Entertainment, India says "Spider-Man is one of the most beloved superheroes in India and over the years the film franchise has grown even more stronger. Spider-Man appeals to people across ages, and since Center Fruit also does the same, it was a perfect association for us. We are thrilled to partner with Perfetti Van Melle India and are sure that our partnership will lead to blockbuster results for both Spider-Man: Far From Home and the special edition Center Fruit pack.”
The new TVC is an ode to hardcore Spider-Man fans. We hope consumers like the creative and are excited about trying the new offering says Nasar Husami, Sr. Creative Director, Ogilvy Mumbai.
Center Fruit is Perfetti Van Melle’s flagship gum brand and was launched in 2005. It is available in multiple fruit flavours and formats. The brand had also recently introduced India’s first Tangy gum with the Center Fruit Chatpata Sparkiez, a unique combination of jelly-filled gum with a tangy taste. Both these introductions are endeavours by Perfetti Van Melle India (PVMI) to recreate products portfolios in keeping with the innovative spirit of the company and engage with consumers in a fun way.
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.
