MAM
Cholayil opts for ‘Power of One’ from Publicis Groupe
MUMBAI: Building on the outstanding success of its creative partnership with Leo Burnett India, Cholayil has now extended its entire integrated communications mandate to more Publicis Groupe agencies. It has now brought on-board Starcom India as its media agency while Digitas India has been appointed to manage the digital communications mandate for the entire product portfolio under Cholayil.
As part of the mandate, Starcom will manage strategy and media planning and buying across media platforms while Digitas will be providing a robust suite of digital marketing services for popular Cholayil brands such as Medimix, Cuticura, and Krishna Thulasi.
Leo Burnett India had won the creative mandate for Cholayil’s flagship brands Medimix, Cuticura and Krishna Thulasi for their entire product portfolio as also future launches. The business was won after a multi-agency pitch and is being led by Leo Burnett India’s Mumbai office.
Cholayil Pvt Ltd chairman and MD Pradeep Cholahil said, “Cholayil has strong equity and base in Ayurvedic and natural products and as we contemporize our offering further and reach out to newer segments, we needed a partner that leads in integrated communications play and leverages the power of data for engaging, personalised consumer experiences. Publicis Groupe with its ‘Power of One’ model and offering brings in new perspectives and future-facing capabilities. As we embark on our expansion plans, we look forward to benefiting from their experience and expertise.”
Cholayil Pvt Ltd head of marketing Ashish Ohlyan said, “Cholayil and Leo Burnett associated last year and together we delivered great results. Medimix, our flagship brand has grown at a significant pace in a sluggish market on the back of new repositioning. We strongly feel that if there is a synergy in the approach of all key stakeholders then it will benefit the brand exponentially. We look forward to the new collaboration to deliver stronger performance of the brand.”
Commenting on the new partnership and the Power of One offering on behalf of the Groupe, Leo Burnett, South Asia MD India and CSO Dheeraj Sinha said, “We have had a great relationship with Cholayil over the last year. I am hugely excited that this relationship is now turning into a full Power of One collaboration model with Digitas and Starcom coming on board along with Leo Burnett. We are confident that this will enable us to weave a seamless narrative for the brand across platforms to deliver on the business through a cross functional team. We are looking forward to creating some outstanding work for each of the Cholayil brands.”
On winning the media business, Starcom India CEO Rathi Gangappa said, “This is a prestigious win for us. We were able to demonstrate strong media value for Cholayil and with our Human Experience proposition, we look forward to helping them unlock newer, more contemporary consumer connections. Starcom will help them exceed their marketing objectives and remains committed to their growth and success.”
Adding further, Digitas India COO Sonia Khurana said, “The entire team at Digitas India is thrilled to partner with Cholayil. It's not everyday that one gets a chance to work with brands that have such a rich heritage. We are looking forward to providing digital solutions that will help Medimix, Cuticura and Krishna Thulasi connect with new age consumers to drive business growth.”
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.
