MAM
HSBC turns superstition into smart investing
New digital film flips superstition into smart investing wisdom with Multi Cap magic.
MUMBAI: Superstition says three’s a crowd HSBC Mutual Fund just proved three can be the ultimate power trio. In a fresh digital campaign titled “Teen Tigda Kaam Tagda”, the fund house has taken the age-old Hindi saying “Teen tigda kaam bigda” (three spoils the work) and cheekily turned it on its head. The humorous film follows everyman Ramesh, who lives in mortal fear of the number three: he hands away the third paratha at breakfast, dodges being the third person in the lift, and flat-out refuses to share a three-wheeler with colleagues.
But when it comes to investing, the story flips. Ramesh discovers that three is actually the secret sauce, specifically, the three market segments (large-cap, mid-cap and small-cap) that HSBC Multi Cap Fund combines in one portfolio. The punchline lands with a sunny rewrite, “Teen Tigda Kaam Tagda” meaning three, done right, makes things stronger.
The spot uses gentle, self-aware humour to nod respectfully at cultural beliefs while nudging viewers towards a rational rethink. It never mocks the superstition; instead it invites people to apply the same logic differently when planning their money.
HSBC Mutual Fund chief business officer Ankur Thakore explained the thinking, “We wanted to take a familiar belief and show how the power of three can actually work brilliantly in investors’ favour. Multi Cap funds give balanced exposure across large, mid and small caps, aiming for long-term growth with smart diversification.”
Key elements that make the campaign click:
Relatable everyday scenes that anyone can recognise
Zero ridicule, it honours the belief before reframing it
Clear spotlight on how large + mid + small cap exposure can balance risk and capture broader market opportunities
A simple, optimistic close that leaves viewers smiling
The film is already rolling out across digital platforms, with plans to extend into print and outdoor media.
In a world where people still avoid the third person in a lift, HSBC has found a playful way to say: sometimes three isn’t trouble, sometimes three is exactly what your portfolio needs.
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.
