MAM
How brands are looking at live sports in pandemic times
KOLKATA: The pandemic has brought live sports to a standstill across the world for a brief period. Despite the re-start of major sporting events, most tournaments continued to be played in empty stadiums.
The broadcasters relied on the use of augmented reality, virtual reality to sustain the viewer’s attention. But, the tectonic shift in the way a game is being played impacted big brands along with franchises, players, athletes, federations who depend on sports for better reach and higher recall. Many had to tweak their advertising strategies to adapt to the changing times.
Amid all this, came the 14th edition of the Indian Premier League (IPL). One of the biggest sporting extravaganzas returned to the home-country after more than a year. But, as the game was beginning to catch momentum, the ferocious second wave of the pandemic compelled the Board of Cricket Control in India (BCCI) to suspend it mid-way, leaving the advertisers in a quandary.
In India, larger spends on sports revolve around Cricket given the fandom of the game across the country. After an unusual year, the entire industry was looking forward to 2021 with big-ticket tournaments in pipeline. But with the IPL 2021 suspended indefinitely, the eyes are now on the upcoming tournaments in the sports calendar.
At this critical juncture, Indiantelevision.com is organising a virtual panel discussion to deliberate on ‘Brands and live sports in the pandemic times’ on 21 May (Friday) at 3 pm. The roundtable is part of the Television Boardroom series.
The esteemed panel includes speakers from brands and advertising agencies: Havas Media Group India CEO Mohit Joshi, DDB Mudra Group Integrated Media country head, managing partner Rajmohan Sundaram, upGrad India CEO, Arjun Mohan and Mobile Premier League (MPL) corporate development, investors relation SVP Joe Wadakethalakal. The panel discussion will be moderated by Indiantelevision.com founder, CEO & editor-in-chief Anil Wanvari.
The virtual session will begin at 3:00 pm on Friday and will be live-streamed on YouTube, Facebook, and Twitter.
Join us for an insightful discussion!
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.
