MAM
Citykart’s unveils first-ever anthem ‘Fashion Bawal Poore Saal’
Mumbai: Citykart is out with the brand anthem, “Citykart ka Fashion Bawal Poore Saal”. Through this campaign video, the brand brings to life the spirit of youthful fashion, highlighting its mission to stay at the forefront of affordable style.
The anthem will be promoted across multiple platforms, including digital, social, and offline channels. A collaborative strategy with 150-200 regional influencers, a Hook Step Challenge on social media, and in-store radio integration will amplify the anthem’s reach. Citykart has also featured the anthem in cinema branding with appearances in major films like Singham Again and Bhool Bhulaiyaa 3, bridging online and offline engagement. In-store radio, influencer partnerships, and cinema branding promote a sense of belonging for every visitor, making Citykart a trusted destination for trending Western and ethnic wear, as well as lifestyle products.
The anthem represents a pivotal moment in Citykart’s broader brand-building strategy. As the tagline “Citykart ka Fashion Bawal Poore Saal” suggests, Citykart is more than just a retail store—it’s a destination for continuous fashion discovery and self-expression, making high-quality, affordable fashion accessible to all.
CityKart director Sudhanshu Agarwal, said, “With ‘Citykart ka Fashion Bawal Poore Saal,’ we’re not just launching an anthem – we’re igniting a movement that aligns with our mission to empower individuals through fashion. Citykart is dedicated to making fashion accessible, trendy, and exciting for everyone, and this anthem captures our promise to provide a memorable, budget-friendly shopping experience that speaks to the aspirations of today’s youth.”
The inspiration behind this anthem is to create an innovative and memorable connection with the Gen Z audience, encapsulating Citykart’s core values of inclusivity, accessibility, and self-expression. By collaborating with industry veterans such as Suyash Lakhtakia, Vinayak Dubey, and choreographer Aslam Khan, Citykart has crafted a musical style that is lively and upbeat, capturing the youthful essence of its brand. The anthem’s catchy rhythm and relatable lyrics aim to resonate deeply with India’s young trendsetters, establishing Citykart as a go-to destination for affordable, fashionable wear for all occasions.
Jagran New Media ( RocketshipFilms) VP and head – branded content & production Suyash Lakhtakia said, “We’re grateful to the Citykart team for trusting us with the opportunity to bring their vision to life through this anthem and music video. Conceived and executed within RocketshipFilms, ‘Citykart ka Fashion Bawaal Poore Saal’ highlights the latest trends that Citykart offers, capturing the spirit of accessible fashion available at their stores. We aimed to create more than just a video—we wanted to tell a story that resonates with young people and celebrates self-expression, budget-friendly style, and the joy of finding something that feels just right. Working on this project has been a rewarding experience, and we’re proud to associate with Citykart to make fashion feel accessible to everyone.”
Brands
United Breweries faces Rs 22.5 crore tax demand from Maharashtra VAT
Company plans appeal, says case strong despite levy on FY22 filings
MUMBAI: United Breweries Limited has received a tax demand totalling Rs 22.5 crore from the Maharashtra State VAT Department, adding a fresh twist to its regulatory disclosures.
The order, issued by the Deputy Commissioner of State Tax, relates to the financial year 2021-22 and stems from the alleged non-submission of declaration forms required for availing concessional tax rates under the Central Sales Tax Act, 1956.
The total demand includes additional tax of Rs 9.65 crore, interest of Rs 10.42 crore and a penalty of Rs 2.41 crore. The order was dated March 30, 2026 and received by the company on April 1.
United Breweries said it is currently evaluating its legal options and is preparing to challenge the demand before the appropriate appellate authority. The company maintains that it has a strong case on merits.
In its disclosure, United Breweries Limited company secretary and compliance officer Nikhil Malpani indicated that the company does not expect any material financial impact, apart from a statutory pre-deposit required to file the appeal.
The development highlights the continued scrutiny around indirect tax compliance, particularly legacy issues linked to documentation under earlier tax regimes. For United Breweries, the immediate focus will be on contesting the demand while keeping any financial exposure in check.
