MAM
Facebook’s heartfelt tribute to power of togetherness in adversity
NEW DELHI: Since the launch of its #MoreTogether campaign in India in March this year, Facebook has been serving beautiful and emotional brand films promoting the power of togetherness. Its latest Diwali campaign, a seven-minute-long film, is another spectacular addition to the series of great creative pieces.
Based on the premise of helping people who lost their jobs in the lockdown and tying it in with the goodwill of a young woman who hires them without taking into account her own problems, the film titled Pooja Didi showcases how coming together for a good cause can spread happiness this festive season.
Conceptualised by Taproot Dentsu, the film takes you to a small town — possibly set in Punjab as the language of the characters and the soulful background track suggests — and portrays the heartwarming tale of a young girl who hires several unemployed people in her milk dairy, despite the reluctance shown by her younger brother. She even sells her car to pay their salaries. Just when one of the employees understands her sacrifices they give her a beautiful gift using the power of Facebook and the connections it helps create.
The film has been directed by national award-winning filmmaker Amit Sharma and seamlessly merges the role of Facebook and looks like a fine piece of craft. The whole concept is illustrated by great cinematography, a beautiful background score, and apt casting.
Taproot Dentsu senior creative director Neeraj Kanitkar said in a press statement that the film, created in time for Diwali, captures the essence of coming together and selflessly going the extra mile to be there for others. “The film is both inspired by and is a tribute to all those who’ve harnessed the power of Facebook to amplify the good that’s within us all for the greater good. Affirming the Indian truism that prosperity too grows only when shared with others. We knew we had something potentially special when people were tearing up during the script narrations. Amit Sharma, of course, took the script to a whole new level. Over the four days of the shoot in Amritsar, he sprinkled his magic dust on all aspects of the story, adding delightful dimensions and textures to the story, the characters and the performances.”
The social media giant had earlier posted several films to commemorate the IPL and festive season in the country.
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.
