Brands
Interactive Avenues’ digital mandate for Too Yumm! cements a strong agency-brand partnership
MUMBAI: Interactive Avenues – a Reprise Network Company has been appointed as the digital agency of India’s fastest growing snack brand, Too Yumm! earlier this year.
IA’s mandate includes driving brand awareness, facilitating trials, and creating brand loyalists and advocates who will help evangelise Too Yumm! over other fried snacks. A 2-year old brand, Too Yumm! has already been a disruptor in product offering and brand-led campaigns in a highly competitive snack category.
The journey began in October-November 2018 with a completely revamped website experience for the brand. 2019 kicked off with a big bang, immediately after winning the account. Too Yumm! soon moved on to a highly successful campaign during this year’s Ardh Kumbh Mela. With a seamless transition from activities on-ground to the experience online, the campaign’s tremendous response has set new benchmarks for the activities lined up for the year which started off with creating a Guinness World Record.
The brand has also won awards for having the Best Corporate / Brand Website, Screenxx Awards, Best use of Technology, and Best use of Social Media for Brand Awareness this year, from various advertising councils.
Talking about the association, Guiltfree Industries Ltd CMO Anupam Bokey said, “In this short span, we’ve already achieved the set benchmarks in our partnership with Interactive Avenues. With the ongoing campaigns, we’re sure that this will only grow exponentially. Both the brand and agency teams recognise the potential of the brand and our vision for it. That’s what will work in developing a very healthy and fruitful relationship in the long run.”
Next came the Indian Premier League (IPL), our biggest sports and marketing event of the season, along with the Too Yumm! – IA partnership. Taking over all social media conversations, the agency established a strong brand-sport association while establishing a stronghold over the category. Karare Strikers, the online game, was also been developed by IA to give cricket fans a new way to engage with the brand during ongoing matches. Not just this, Indian social media witnessed a complete takeover of pre-baked snacks conversations and game-time snack partnership.
“IA has always been a disruptor and we standout for our path-breaking, strategic innovative work that we do for our clients. With Too Yumm! We are excited and confident about taking this journey forward in delivering path-breaking results”, said Interactive Avenues – a Reprise Network Company. Reprise is the digital arm of media agency network IPG Mediabrands CEO Amardeep Singh.
The media and OOH mandate of Too Yumm! are managed by Initiative and Rapport respectively, which are also part of IPG Mediabrands.
Founded in 2017, Guiltfree Industries Limited (GIL), is a part of the RP Sanjiv Goenka group’s foray into the FMCG business. RP-SG FMCG’s strategic intent is to innovate disruptively and create brands and products that are genuine and desirable to the consumers. That’s how the brand Too Yumm! Came into being. Since its inception, GIL has been growing at a break-neck pace, beating industry records. Within just two years, ‘Too Yumm!’ achieved an annual Sales Rate of INR 200 Cr – one of the fastest in the country to do so.
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.
