MAM
Cricketer Suryakumar Yadav makes a bold statement in Men of Platinum’s latest campaign
Mumbai: Platinum Guild International (PGI) India’s men of platinum introduces a new chapter of their extraordinary narrative. Capturing the essence of a true man of character, the brand welcomes leading cricketer “SKY” – Suryakumar Yadav into their fold. Selected as the face of their latest campaign, Suryakumar’s journey mirrors the enduring rare qualities that platinum stands for.
Six captivating digital films, a television rendition, print & other content formats work together to weave parallel narratives of Suryakumar’s journey and the rare, values that Men of Platinum represent. The campaign thought is brought alive via an immersive journey into the life of this extraordinary cricketing talent through an engaging series titled “A Minute with Men of Platinum X Suryakumar Yadav”. This unique six-part mini-series pulls back the curtain on his life, tracing the threads of his journey and aligning them with the core values that Men of Platinum symbolises.
Suryakumar Yadav shared his thoughts on being a part of the new Men of Platinum campaign, as he stated, “I am excited to come on board and be a part of this season’s campaign for the new collection. Platinum is a metal that always endures and never fades, thus making it truly rare. I have always strongly believed in values like self-belief, endurance, courage, resilience, and compassion that Men of Platinum stands for. These values have guided me throughout my professional and personal life. Platinum jewellery also resonates with my style – the range of sleek, minimal, and contemporary designs appeal to my style sensibilities, allowing me to seamlessly integrate these pieces into my wardrobe.”
Every film in this series serves as a chapter, painting a vibrant picture of Suryakumar’s evolution, from his roots in Mumbai’s bustling streets to his shining triumphs on the international cricketing stage. With each unfolding chapter, the parallels between Suryakumar’s unyielding spirit and the unique attributes of platinum become more evident. They highlight his steadfast adherence to the core values of a true Man of Platinum: self-belief, courage, resilience, compassion, endurance, and authenticity.
“A Minute with Men of Platinum X Suryakumar Yadav” unfolds in a succession of powerful mini-episodes, each highlighting a unique facet. Each episode spends a minute on a moment that showcases character traits that make one a Man of Platinum. It kicks off with an inspiring episode, ‘A Minute on Self-Belief’, a testament to Suryakumar’s triumphant debut. The next episode, ‘A Minute on Courage’, revisits a time when he faced a severe injury yet stood strong. The third episode, ‘A Minute on Resilience’, pays tribute to Suryakumar’s indefatigable spirit. Against all odds, ‘SKY’, as he is fondly called, stood tall through all the challenges that came his way, ultimately securing a coveted spot on the Indian team. The episode draws parallels with the resilient nature of platinum, which makes it truly rare & SKY. ‘A Minute on Compassion’ shares a poignant moment from Suryakumar’s early days with the cricketing legend, the master blaster. ‘A Minute on Endurance’, dwells on a value both Suryakumar and Platinum shared, the ability to endure. The series concludes with ‘A Minute on Staying True,’ Just like platinum remains true to its form over time, Suryakumar, too, has stayed authentic to his game and himself, cementing his place not just in cricket, but in the hearts of millions.
Along with this, is content that revolves around a Platinum style statement & what it means.
Platinum Guild International – India director of consumer marketing Sujala Martis, said, “Capitalizing on the upcoming cricket season and the festive spirit, we’ve launched a new campaign for Men of Platinum with cricket star Suryakumar Yadav. Our goal is to blend the thrill of cricket and the values of the brand, emphasising the rare traits that define real men of character and precious platinum. Today platinum jewellery is seen as a modern success symbol, representing men with success stories that stand on values that are rare & tough to abide by. Perfectly embodying these traits, Suryakumar Yadav is the shining star of our campaign.”
Released right in time for the cricket and festive season, the Men of Platinum campaign with Suryakumar Yadav will also be supported by a robust outreach across Television, Print, Digital, Social and PR. The new Men of Platinum collection is available across leading jewellery retail stores in India.
SKY Episode 1
SKY Episode 2
SKY Episode 3
SKY Episode 4
SKY Episode 5
SKY Episode 6
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.
