MAM
DS Group to launch marketing campaign around mouth freshener
MUMBAI: DS Group has announced that it will launch a marketing campaign for herbal and natural mouth freshener Pass Pass Meetha Magic.
The new tagline of the product ‘totally natural total fun’ tries to reinforce the image of a fun brand in the consumer’s mindset and the campaign reinstates the same feel with fun and masti. A series of ads have been developed on topical issues, known celebrities and personalities, popularly known as ‘PASS PASS PANGA’.
Early this year, Pass Pass had launched its new variant Meetha Magic and promoted it with the help of TVCs using the comedy king, Shekhar Suman, as the brand ambassador. The idea was to capitalise on his persona of fun and happiness and appropriate the same for the brand. The commercials have revolved around Shekhar Suman pulling a fast one on India’s biggest stars (Big B) and India’s most popular politician (Laloo) and had created a new language code – the ‘Pass Pass Pangas’
DS Group president Ashok K. Aggarwal said, “Pass Pass, the premium offering of the DS Group is a pioneering innovation in the branded mouth freshener category. It has become a benchmark in the mouth freshener category and is a leader, much ahead of the competition. With the launch of Pass Pass Metha Magic the brand has established itself as a brand that inspires togetherness and stands for ‘masti and fun’.”
Continuing in the same vein Pass Pass is back with the new television commercials, once again with Shekhar Suman. The Indian comedy king is shown taking more ‘pangas’ on some celebrated Indian and ‘Phoren’ personalities. And in fact, in the new series, the comedy star has not even spared himself – he actually pokes fun at his own inability to resist the temptation of Pass Pass Meetha Magic!.
Leading advertising agency Dentsu has conceptualized and executed the campaign. The new television commercials will be a part of many initiatives being taken for the product. A host of below the line and ground level activities and consumer promotions and consumer contact programmes are being planned and will carry forward the concept of the mast duo- Shekhar Suman and Pass Pass.
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.
