Brands
Himalayan water launches new Peace in a Bottle campaign film
NEW DELHI: In a world that rarely slows down, Himalayan, The Natural Mineral Water, has chosen to do just that. The Tata Consumer Products brand has unveiled its latest digital campaign film, Peace in a Bottle, a cinematic meditation on modern chaos and the quiet luxury of calm.
Set in the familiar frenzy of an urban café, the film opens on a moment many will recognise. Clattering cups, overlapping conversations and constant movement blur into sensory overload. In the midst of it all, a young woman makes a simple request. She asks for “one bottle of peace”.
What follows is a visual exhale. The café dissolves into sweeping Himalayan landscapes, with glaciers, flowing streams and snow-clad peaks taking centre stage. The contrast is deliberate and soothing. It mirrors the emotional shift the brand wants to evoke, from everyday noise to inner balance.
The idea at the heart of the campaign is straightforward yet resonant. True refreshment, Himalayan suggests, is not just about hydration. It is about pause, purity and perspective. Naturally filtered over decades and sourced from the Himalayas, the water becomes a symbol of calm in an overstimulated world.
Tata Consumer Products president and head of RTD business Partha Biswas, said the campaign reflects a universal longing. “There is an innate desire to find peace within everyday chaos. The film shows how moments of calm can exist even in fast-paced environments, while reinforcing our focus on building a premium, purpose-led brand rooted in authenticity and quality.”
He added that the campaign strengthens Himalayan’s positioning as a natural mineral water known for purity, provenance and consistent quality.
Creative partner 82.5 India leaned into emotion rather than volume. Chief creative officer Anuraag Khandelwal, said that in a category crowded with similar claims, meaning matters more than noise. “Provenance is the starting point. What truly differentiates a brand is the emotional payoff. The Himalayas are not just a place, they are a state of mind.”
That thinking shaped the campaign’s central question. What if the Himalayas could come to you?
Back in the café, a single sip signals the shift. The noise softens, focus returns and calm settles in. The film closes on a serene visual of the Himalayan bottle framed by waterfalls and ice-capped peaks, quietly reinforcing its origins and promise of balance.
With minimal dialogue, immersive sound design and a reliance on mood over messaging, Peace in a Bottle positions Himalayan not just as water, but as a mindful pause in the middle of the day. For anyone feeling the hum of modern life, that idea lands refreshingly close to home.
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.
