MAM
Lay’s launches new campaign #Heartwork as ode to unseen heroes
MUMBAI: Lay’s has launched a campaign to share gratitude towards the unsung heroes’ who have brought joy to millions. Aptly titled #Heartwork, this campaign is a heartfelt, emotional ode to each hero in the brand’s supply chain who works relentlessly against all odds to ensure Lay’s brings joy to millions across the country.
The campaign film signifies that each pack of Lay’s is a celebration of the #heartwork of unseen heroes; farmers, factory workers, truck drivers, distributors, sales force, retailers, and delivery executives, whom we don’t always get a chance to thank in person. Through this film the brand extends its sincere appreciation and gratitude to them on behalf of the company and every consumer who enjoys Lay’s.
The film applauds the “Heartwork” of the Indian farmer who puts in utmost care and love in growing the best quality potatoes that go into making Lay’s. It thanks the factory workers, who work day and night to ensure production of Lay’s. It recognises the efforts of the truck drivers who often drive long miles across the country, to reduce the distance between the consumer and one of their most loved brands. And, last but not the least, the film expresses gratitude to the retailers and delivery executives who ensure that the snack brand reaches the consumer. It’s a succinct yet heartwarming depiction of #Heartwork from lush green potato farms to fingers that consume a pack of Lay’s with utmost joy.
PepsiCo India senior director and category head – foods Dilen Gandhi said, “Every step of the journey from farm to finger is filled with countless stories of people who face tough challenges but overcome them with dedicated efforts and with a smile on their face. They might be working behind the scenes, but they are the real heroes of the story. With the #HEARTWORK campaign, we want to extend our sincere gratitude and appreciation to each one of them. It is thanks to their efforts that Lay’s is able to bring joy to millions of consumers in India.”
PepsiCo Foods WPP India lead Ritu Nakra said, “#Heartwork is our latest endeavour acknowledging the tireless spirit of all the people who are behind the scenes who have ensured the uninterrupted supply of Lay’s to the consumers. This community spirit inspired Team WPP to create a warm and touching story of deep gratitude. LAY’S helps build and celebrate connections and with this film we expand the narrative of heartfelt connections to the unsung heroes.”
Lay’s India works with over 24,000 farmers, 4300 factory workers, 2400 distributors, 6.5 lakh retailers, and 5000 sales staff, who are proudly delivering joy across the country each day.
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.
