MAM
GroupM’s INCA brings in robot Sophia as its brand ambassador
NEW DELHI- INCA, GroupM’s brand-safe influencer marketing solution roped in Sophia, a human-like robot from the house of Hanson Robotics as its brand ambassador. Sophia will be available as an influencer to brands in the APAC region.
This is the first-ever collaboration of Sophia as a brand ambassador with any agency. Hanson has previously worked with renowned brands such as Etihad Airlines, Audi, Alexander Wang, and Huawei to magnify Sophia’s status as the world’s first robot citizen and connect with audiences across the globe.
She now joins INCA’s global network of brand-safe content creators and influencers to help brands create influential content that brings brand stories to life.
INCA APAC lead Atique Kazi said, “Sophia is the perfect ambassador for brands looking to intelligently engage with their consumers. As an advocate for scientific education and sustainable development. Her persona is a natural fit for many brands looking to create compelling content, reach, and engagement around these incredibly important topics. She has the capability to generate facial expression, mirror people's posture, and discern emotions from the tone of voice, all of which help people to identify and form a connection with her.”
Kazi added: “While we see changes in how consumers are influenced by multiple sources, we are confident that this is the right time to introduce a new influencer into our network that exemplifies humanity as well as the technological achievements of our time. As we collaborate with Sophia, we are in awe of how technology can showcase the marvels of artificial intelligence (AI) in a humanoid form.”
Influencer marketing has unlocked new opportunities for brands to connect with their customers and is predicted to grow in the next few years by 30.6 % CAGR as marketers seek more efficient and data- driven options in reaching out to the consumers. INCA’s partnership with Sophia showcases how it also enables the use of technology to build human connections with brands.
INCA enables brands to run content marketing campaigns across and beyond social channels in achieving real and tangible outcomes for marketers. With the ambassadorship for INCA, Sophia will be working with brands to create relevant and engaging bite-sized content and connect with brand audiences across various social media platforms.
As a unique combination of science, engineering, and artistry, Sophia is simultaneously a human-crafted science fiction character depicting the future of AI and robotics, and a platform for advanced robotics and AI research. The character of Sophia captures the imagination of global audiences. She is the world’s first robot citizen and the first robot Innovation Ambassador for the United Nations Development Programme. Sophia is now a household name, with appearances on the Tonight Show and Good Morning Britain, in addition to speaking at hundreds of conferences around the world.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI:Â 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.
