MAM
DBS Bank India launches new brand film ‘Uplift’ with Sachin Tendulkar
Mumbai: DBS Bank India has unveiled a new pan-India brand campaign featuring brand ambassador Sachin Tendulkar. The campaign positions the bank as a reliable partner for all the big and small moments in a customer’s life.
Conceptualised by Leo Burnett, the campaign involves 360-degree brand communications comprising television, digital, and out-of-home (OOH) advertising components. The film highlights the importance of having the right partner who can help navigate challenges to realise one’s goals.
The past 18 months have been a period of trials for many customers and businesses as their financial and business goals were impacted by the pandemic. The brand film ‘Uplift’ showcases the story of a young entrepreneur whose garments business sees a slowdown due to the Covid-19 restrictions. However, she is able to pivot her business with timely support from the bank. The campaign captures the resilience and innovative mindset of small and big businesses to navigate the challenges and how DBS can help through new-age banking solutions.
“Just like cricket, life too can be unpredictable involving trials and triumphs. However, both on and off the field, I believe that the right support system is crucial for navigating challenges. I am delighted to associate with DBS again to spread the message of optimism,” said Sachin Tendulkar.
“Our campaign celebrates a renewed sense of hope and courage. At DBS, we constantly innovate to meet evolving customer needs while also supporting the community we live in. The brand film brings this out through the story of an entrepreneur who triumphs over challenges to grow her business,” stated DBS Bank India executive director – group strategic marketing & communications, Shoma Narayanan.
The ‘Uplift’ brand campaign comes at the heels of another brand film called ‘Strong Heritage, Smart Banking’, which focused on DBS’ customer-centricity and digital offering. The campaign features Sachin Tendulkar, who has delivered his lines in Tamil. The campaign strongly resonates with the audience in South India and is a marquee brand initiative in the region following the amalgamation with Lakshmi Vilas Bank.
“Reassuring customers in challenging times has been a key focus area for DBS. Such communication further entrenches their brand promise – ‘Live more, Bank less.’ The latest campaign we have conceptualised for them helps communicate this in an inspirational way through a warm comeback story,” said Leo Burnett executive creative director Mayuresh Dubhashi.
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.
