MAM
Kurkure to launch new leg of ‘Tedha Hai Par Mera Hai’ campaign
MUMBAI: Kurkure is launching a new campaign introducing its new Extra Large- Super Saver pack.
The new product is being introduced with a ‘Kurkure twist‘ and takes forward the new creative strategy of the Kurkure ‘Tedha Hai Par Mera Hai family‘ introduced last month.
The ad-film starring the new “quirky” and “endearing” family is shown planning a ‘small Indian family party‘ with this new pack.
The campaign starring the family comprising of Parineeti Chopra, Kunal Kapoor, Farida Jalal, Boman Irani, Ramyakrishnan, and Shivansh is scheduled to go on air on 29 January.
It will be supported by a 360-degree marketing plan including print, radio activation and digital media engagement.
PepsiCo India executive vice president – Foods Nalin Sood said, “The key insight behind the latest campaign is that there is no such concept as a small family party in India and this makes for a good proposition for our new Extra Large pack. Taking forward our mega brand strategy, consumers will see a lot of excitement from brand Kurkure over the coming months and this campaign is a step towards it”.
The television commercials for the brand have been conceptualised and created by JWT.
JWT India chief creative officer Bobby Pawar added, “Indians love to get together for fun-filled family moments, which is what our latest campaign aims to bring alive. The concept is stemming from the thought that we all have large social circles and can‘t escape from leaving extended family/ friends out of a ‘small‘ gathering”.
In the TVC, the family is seen discussing the guest list for a small party that keeps increasing as each family member wishes to invite his/her close family and friends. Towards the end a ‘small gathering‘ becomes a ‘large party‘. However, the family has no worries as they have the new Kurkure Extra Large – Super Saver pack that is the perfect snacking option for such large family occasions.
The TVC 40 seconder TVC is producer by Love & Faith‘s Varun Shah.
For the record, the media planning agency for the account is Mindshare.
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.
