MAM
“I’m optimistic that BARC will be able to measure all screens very soon:” Shashi Sinha
MUMBAI: Stressing on the importance of measurement, IPG Mediabrands CEO Shashi Sinha is of the opinion that with the way things are shaping up along with technological advancements, India’s new television ratings measurement body Broadcast Audience Research Council (BARC) India will be able to measure all screens very soon and not just television.
Giving a keynote at a media review organised by The Ad Club of India, Sinha said, “If you cannot measure, you cannot control. In India, measurement is not always about science and technology, it’s also about giving stakeholders a perspective. The television industry is migrating from TAM to BARC and hence witnessing a lot of glitches. But going forward with how things are shaping up and the technologies that BARC is using I am optimistic that BARC will be able to measure all the screens very soon. It is very important to have common matrices and single source when it comes to measurement.”
Sinha also expressed his anguish about the fact that besides having so many powerful associations, India does not have an organised measurement mechanism.
The media review was organised to discuss the challenging issue: Continuous Partial Attention (CPA) of Audiences and was attended by key media, advertising and marketing veterans.
The theme of the discussion was ‘Is Anyone Listening,’ which began with Asian Federation of Advertising Associations (AFAA) executive committee chairman Pradeep Guha announcing the road map of Ad Asia Summit, which will be hosted by Taipei in November. Every year, the India delegation is led by a stalwart from either media, advertising or marketing agency. Guha announced, “2015 India delegate in Ad Asia will be led by Colors CEO Raj Nayak and the emphasis will be around digital – the theme of 2015 Ad Asia.”
Media veteran Meenakshi Menon threw light on the lack of communication between the advertiser, agency and client. “The model we are following is totally broken. The advertising model cannot move like an ostrich in a lightening fast world. India has always shown the world how to do work differently.”
Highlighting the factors that play a pivotal role in bringing about agency reviews for accounts, Menon’s said, “Change of CMO – 63 per cent, business performance – 78 per cent, creative dissatisfaction – 59 per cent, general relationship – 56 per cent and compensation – seven per cent. Discount can be an icing on the cake but can never be the reason behind the selection of an agency. Additionally, there is a strong distrust amongst clients and agencies, which needs to be addressed and worked. Moreover, the guys in advertising need to believe in themselves.”
Contradicting Menon’s viewpoint, Google India agency business director Punitha Arumugham said, “Agencies are the most effective listeners in the business and they are doing some good and progressive work. They are the only stakeholders in the fraternity, who listen to everybody.”
Arumugam abbreviated ‘Listen’ from the topic’s ‘Is Anyone Listening,’ wherein L stood for Leverage Insights, I for Investigative Features, S for Seek moments, T for Think Moonshots, E for Employ Curious People and N was for Never stop being amazing.”
In his end note, moderator of the panel discussion, Madison World chairman and managing director Sam Balsara left the audience to ponder over a few pertinent questions. “With new ratings and measurement bodies coming in, should the fundamentals and principles remain same or should they also change with the change of mechanisms?” he asked. Balsara also threw light on the inconsistencies in subscription fees while referring to the migration from BARC and TAM but accepted the fact that measurement is an essential tool as, “matrices are the building bricks of any plan,” he concluded.
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.
