MAM
Godrej Yummiez brings Protein to the everyday plate
MUMBAI: Godrej Yummiez has launched a campaign “Protein to bahana hai, Godrej Yummiez khaana hai”. Focused on the increasing need for everyday protein consumption, the campaign is rooted in a cultural shift we’ve been observing, Chicken Nuggets are fast becoming a fan favourite in Indian households, not just for their taste, but also for their versatility. At the same time, children are no longer passive eaters. They’re increasingly influencing family food choices and asking sharper questions about what’s on their plate. Recognising this change, the campaign takes a playful yet purposeful approach to showcase how kids today are becoming the biggest champions of smarter snacking.
In a refreshing twist, the campaign flips the traditional parent-child dynamic. Here, it’s the kids schooling their parents on protein and smart eating. With humour, affection and a bit of reverse psychology, the two ad films show children leading the conversation rejecting low-protein snacks and guiding their parents toward a smarter fix that doesn’t compromise on taste: Godrej Yummiez Chicken Nuggets with 16g of protein per serving. In one film, a young boy climbs onto a stool, flexes in the mirror, and proudly shows off abs he’s drawn on his stomach with a marker, setting the stage for his mission to find a proper protein fix. In the second, a spirited daughter throws playful protein facts at her dad during a push-up session, declaring her intent to grow stronger, only if she gets her share of protein-packed nuggets.
According to the India Snacking Report Volume 2 (STTEM 2.0), 59% of parents believe that frozen snacks are a convenient fix for hungry children. Both films are anchored in themes of nutrition, convenience, and the changing vocabulary of families who are becoming more aware of nutritional choices.
Speaking on the campaign, Godrej Foods Ltd head of marketing & innovation, Anushree Dewen said, “Today’s parents want snacks they can feel good about – ones that are fun, nutritious, and made with care. With 16g of protein per serve, our Godrej Yummiez Chicken Nuggets deliver just that. It’s made better with our commitment to clean-label and advanced IQF technology that locks in freshness without compromise. This campaign celebrates the clever ‘bahanas’ kids come up with – all in the name of getting their favorite protein fix: Chicken Nuggets.”
Swati Bhattacharya, Head of Lightbox Creative Lab, who led the campaign’s creative direction, added, “The world is fried with ‘taste bhi health bh’i campaigns. So, we knew we wanted to do something different, something that delivers the promise of 16 gm protein in every serving and 100% entertainment with every viewing”
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.
