MAM
FIRSTPOST nails it yet again with a contextual video on Mother’s day, created with HDFC Bank
MUMBAI: On Mother’s day, HDFC Bank and Firstpost collaborated to release a video that has since then clocked millions of views on our social media channels and has recorded high engagement numbers. The video captured the nuance of how millennials celebrate the occasion with their mothers on a single day, and tend to forget them through the rest of the year. The relatable content combined with the heartfelt message broke through the clutter, while promoting HDFC Bank’s PayZapp and banking app.
The video was conceptualized tailored to fit the requirements for HDFC Bank. Keeping it simple, the video had in its essence a heartfelt message that was bound to tug at the heartstrings of the viewers. The content highlighted that with offerings such as HDFC Bank’s digital wallet and banking app with intuitive features, it’s never too late for parents to adopt new technology. The youth can do a role reversal and educate their parents about the changing digital eco-system. The information will empower the elders and seniors in the family and allow them to enjoy their dreams independently right at their fingertips.
The video has been widely accepted/appreciated garnering over 3 million views across social media platforms. In addition to that, the video recorded a reach of over 10 million, with more than 3 lakh engagement across platforms.
Speaking about the collaboration, HDFC Bank – CMO, Ravi Santhanam said, “We are extremely delighted with the way the utility of HDFC Bank’s PayZapp and banking app has been seamlessly integrated into the story-line. Our engagement with Firstpost to create compelling stories has been very good.”
Commenting on the success of the video, Azim Lalani, Business Head, Firstpost said, “Firstpost has firmly set its sights on delivering high-quality content and value to its audience through innovative formats. Firstpost Studios along with bringing compelling content to the fore, magnifies the synergy between the brand/client onboard and the audience to highlight the brand message.”
Firstpost Studios constantly strives to innovate and has plans to launch multiple small and large scale content initiatives in the coming months. With Firstpost’s wide reach, compelling content and a robust distribution strategy it’s not wrong to say they have nailed it yet again.
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.
