MAM
Haier celebrates outstanding women achievers with new campaign
New Delhi: Home appliances and consumer electronics major Haier has launched a series of new TVCs titled ‘Perform Big, Silently’ featuring notable women achievers who pushed boundaries to make a mark.
The new TVCs feature Indian mountain climber Dr Arunima Sinha, India’s first woman commando trainer Dr Seema Rao, Indian Female Chess Grandmaster Harika Dronavalli, and female mountain biker Anissa Lamare. The campaign celebrates the power of being a silent performer and gives a peek into the challenges, conviction, and strength of each of the woman achievers.
An extension to its ‘Silent Performers’ campaign, the new TVCs acknowledges the determination and efforts of Indian women achievers and athletes who continue to ‘Perform Big, Silently,’ letting their work speak for everything and have made India proud at the global stage with their triumphs.
Haier Appliances India senior VP sales & marketing NS Satish said, “Our latest campaign takes another leap towards our efforts to recognise the success of Indian women. Striving silently in their respective fields they have made our nation proud and our campaign lauds their accomplishments. Similarly, our new range of washing machines champions performance in the background without making any noise. Haier salutes the spirit and achievements of these performers who made it big without making noise.”
The campaign gives center stage to women achievers and highlights how they have pushed boundaries to bring pride to India on an international platform. Their commitment and hard work coincide with Haier’s philosophy of ‘Inspired Living,’ said the brand.
The TVC created in collaboration with Famous Innovations will premiere across all leading national and regional TV channels. For a wider reach, the TVC will be aired in Hindi and English.
Famous Innovation founder and CCO Raj Kamble said, “The consumer durables category is cluttered with celebrity-driven communication, relying on Bollywood and Cricket’s fame to sell products. However, we believe that the Indian consumer has been ready to move forward with new idols – people who perform big, silently. That’s why we are celebrating personalities from various fields like mountain climbing, combat training, chess, and downhill mountain biking.”
This is the second series of TVCs launched by Haier under the larger campaign theme of ‘Silent Performers,’ first introduced by the brand in 2019 with India’s ace sportswomen – Dipa Karmakar, Hima Das, and Simranjit Kaur. The campaign is dedicated to highlighting Haier’s latest ‘Super Drum’ series of front-load fully automatic washing machines which are designed to function super silently.
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.
