Brands
Kalon makes a spark with AI star Naisha Bose in blazing wildfire launch
MUMBAI: Hyderabad’s boldest design house, Kalon Art Jewellery, has turned heads and algorithms alike by teaming up with Bollywood’s first AI sensation, Naisha Bose, for its new “Wildfire” collection. The campaign aptly titled #KalonXNaisha isn’t just jewellery marketing, it’s a cultural spark, fusing digital stardom with avant-garde craftsmanship.
With this partnership, Kalon becomes the first Indian jewellery brand to appoint an AI muse, placing Naisha Bose among its glittering lineup of real-world icons including Samantha Ruth Prabhu, Malaika Arora, Bhumi Pednekar, and Kalki Koechlin. But this time, the sparkle isn’t just from the stones it’s from the code.
“With Naisha Bose, we’ve found the perfect brand collaborator for our Wildfire collection. She is a digital pioneer whose bold presence mirrors our design philosophy,” said Kalon Art Jewellery creative director & founder Samyuktha Vallur. “This partnership represents our commitment to pushing boundaries in both craftsmanship and marketing. As the jewellery world evolves, we’re proud to lead the conversation by embracing AI to connect with the next generation of consumers.”
The Wildfire collection itself is a fierce expression of raw elegance. Think sculptural cuffs, jagged-edge chokers, and molten gold forms that look more like wearable fire than fine jewellery. The aesthetic is bold, disruptive, and charged with the same unpredictable electricity that Naisha exudes.
Behind the scenes, the campaign was brought to life by Amazing Indian Stories (AIS), the AI content studio responsible for Naisha’s upcoming feature film. Using generative tech and immersive digital design, AIS crafted a visual story that showcases Kalon’s craftsmanship through the lens of futuristic femininity.
The team at AIS added, “Kalon Art Jewellery’s decision to collaborate with Naisha speaks volumes about their visionary approach. This isn’t just advertising; it’s a cultural moment where luxury welcomes digital innovation. What makes this partnership extraordinary is the perfect alignment of values: both Kalon and Naisha represent boldness, innovation, and future-forward thinking.”
As AI weaves itself deeper into fashion and entertainment, collaborations like #KalonXNaisha point to a bold new frontier where creativity, code, and couture collide. With its latest move, Kalon doesn’t just embrace the future, it wears it proudly.
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.
