MAM
Cut the Crap wins the creative mandate of Lia incense sticks
MUMBAI: Cut the Crap has won the creative business of Cycle‘s Lia incense sticks.
The account was won sans a formal pitch process and the agency had to compete with the incumbent, Mudra Communications.
The brief given by the client was to reposition the brand and create a relevant campaign which primarily targets the youth.
Cut the Crap founder and creative head Jagdish Acharya said, “The brand aims to reposition it and not compete against the mother brand, Cycle. The campaign will target the youth and the core message will be hope and happiness.We will help Lia to create a niche for itself.”
When asked about the medium that will be explored, Acharya stated, “Television will definitely be the priority. But, we will concentrate on innovation in every medium. We want to explore unconventional mediums.”
Acharya was earlier with Mudra and handled this account there.
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.
