MAM
Grey creates Network18’s corporate campaign
MUMBAI: Grey Worldwide- Mumbai has created the new corporate campaign for Network18 titled ‘Red Tag‘. It has been directed by filmmaker Dibakar Banerjee.
Grey India national creative director Malvika Mehra said, “The task very simply was to introduce Network18 to the world and explain the role it plays in impacting people‘s lives. We wanted to create something for Network18 that ‘connects‘ with the consumer. We did this in a very simple way. We took an element from the Network18 logo itself – ‘the red tag‘ and had some fun with it.
“The brief was simple enough, but fitting all the pieces together in a script wasn‘t, believe me! We knew we wanted to be about omnipresence, we knew we had to be fresh, but above all we were sure we didn‘t want a stiff conventional, corporate approach,” Grey Mumbai senior ECD Rohit Malkani said.
“Rather than have Network18 do a little chest thumping exercise, it made more sense to have people discover for themselves how big they really are. And that was the genesis for the ‘red tag‘ game,” Mehra added.
The agency has used ‘BachkeRehna‘ track from Pukaar in an attempt to bring alive India and its people, whose lives Network 18 touches.
The film begins in a regular looking office where a man shakes his head incredulously as he announces that the ‘rupee is 56 to the dollar‘. Suddenly he finds a female colleague rushing towards him with a red sticky tag/note, which she slaps on to his chest. He is surprised at first then realises why she did that as he checks the CNBC moneycontrol page on his phone. To his surprise he now sees her surfing some deals on Homeshop 18.com. In a ‘counter move‘, he rushes to her with glee and slaps her back with a red tag.
And so it begins…a random, fun and exciting game where people across India tag each other with Red Tags each time they are touched by Network18. A young girl is tagged by her father because she pushes away her dinner plate after seeing a report on Anna, a boy is tagged by his friends after he lets out a volley of abuses at their neighbour, a grandmother is tagged by her granddaughter who spies her watching BalikaVadhu and dabbing her eyes etc. The film ends after a series of rapid tags with a voice over that highlights the penny drop moment. “If you were tagged for every way that we touched your life. This is what your world would look like. This is Network18. The life in your day.”
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.
