MAM
Efficacy Worldwide bolsters leadership with three senior hires
Gurugram: Efficacy Worldwide, the full-service advertising and marketing agency founded in 2021, has added three heavyweights to its top deck as part of an aggressive expansion across India.
Somnath Sarkarr joins as national investment director, bringing two decades of media-buying expertise from Madison, Vivaki, Lodestar UM and Initiative, where he was most recently vice-president investment. He will oversee digital and traditional media portfolios, blending programmatic with scale, and drive partnerships to squeeze more value out of spends.
Prajesh Dutta, with over 20 years at Madison, Wavemaker, m/Six, Maxus and GroupM, has been named national director – strategy and innovation. He will spearhead P&L, sharpen strategy and strengthen teams.
Meanwhile, Raj Choudhary takes charge as business head for the south. He moves from History TV18, where he was regional head, and has stints at Zee Media, Indian Express, Warner Media, Network18, Sony Pictures and Network India.
“We are at a pivotal point in our journey and these three key senior appointments underscore our commitment to strengthening leadership and scaling operations across India,” said co-founder Sapna Sharma.
In three years, the agency has bagged mandates from Kohler, Omega, Rado, Hero Cycles, Suzlon Energy, Foundit, Clear Dekho, UP Tourism and more. Efficacy has built a reputation for marrying creativity with technology, wielding AI-led insights, influencer SaaS tools and funnel optimisation to deliver ROI at speed.
The trio’s combined half-century of experience marks the agency’s latest attempt to turn scale into clout.
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.
