MAM
Coke to unveil second campaign with Aamir in double role
NEW DELHI: Manno Bhabhi is back …this time with Dinu Kaka! In continuation of the ‘Ghar Pe Rakhiye Thanda … Matlab Coca-Cola’ campaign, the flagship brand of the company is all set to launch its second advertisement in the series.
The new advertisement, which is part II of the Thanda tele-series, has Aamir Khan essaying the roles of Manno bhabhi and Dinu kaka and goes on air today.
Since the launch of the new `thanda’ campaign earlier this summer, Manno bhabhi’s character and portrayal of a real life situation has endeared her to millions of Indians, especially housewives, an official statement from Coca-Cola India claimed. The new ad, “Manno bhabhi aur Dinu kaka” continues to pursue the central idea of driving in-home consumption.
According to Vikas Gupta, VP, marketing Coca-Cola India, “We are launching the second TVC in continuation of the ‘Ghar Pe Rakhiye Thanda … Matlab Coca-Cola’ campaign. The first commercial in the series had a fabulous response and has strengthened Coca-Cola’s position in the home consumption market as per our market research.”
He further added, “The basic idea behind this year’s series of ads is to re-affirm the fact that Coca-Cola is a beverage for all occasions.”
Scripted in a musical parody, the advertisement captures the routine interactions between the quintessential home-maker – the Indian bahu or the daughter-in-law (Manno bhabhi), and the trusted-but-crotchety servant (Dinu kaka), of the household.
The advertisement delves on how Manno Bhabhi sweetly, but firmly, convinces the grumpy Dinu Kaka to keep Coca-Cola at home, thus reinforcing the fact that Coke is the real Thanda and also delves into consumer insights of how Coke plays a part in everyone’s lives, especially in-home situation.
The latest ‘Ghar Pe Rakhiye Thanda … Matlab Coca-Cola’ series takes on from the earlier campaign, in which Aamir Khan featured as Manno bhabi and a NRI. The TVC conceptualized by Prasoon Joshi, national creative director of McCann Erickson and directed by Abhijit Chaudhri of Black Magic Productions, goes on air today.
The `thanda matlab Coca-Cola’ campaign launched in 2002 has featured Aamir Khan essaying six distinctive characters that revolved around outdoor situations – Tapori at an Irani Café, Punjabi Framer in his field, a Nepali guide,etc.
The series has also won several awards in the past. To name a few, EFFIE gold for the second year in succession at ‘the EFFIES 2004’; Best TV Campaign ‘Thanda Matlab Coca-Cola’ at the ‘Indian Marketing Awards’; Campaign of the Year Awards presented by Advertising agencies Association of India (AAAI) and Advertising Club Mumbai (ABBY); Golden Lion Award at Cannes Festival and the most prestigious marketing award of Coca-Cola Company – “Don Keogh Marketing Mastery Award”, bringing global recognition for Indian talent.
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.
