MAM
Made in lockdown: The story of Airtel’s ad film
NEW DELHI: Covid2019’s impact on ad houses and production companies has been massive. It’s been quite challenging with all shoots halted for more than two months now. However, many production houses showed great resilience against the odds, drafted newer ways of working and came out with some exceptional shot-at-home campaigns, because the show must go on.
Recently, Equinox Films with Taproot Dentsu launched a new campaign for Airtel, shot across Jharkhand, Uttar Pradesh, Delhi, and Noida while adhering to all the lockdown norms and guidelines.
The film’s producer Annum Waris talked to Indiantelevision.com and shared how different the experience was for her to get the whole film ready. “It was a very challenging job as everything that we had learnt about production and shooting ad films over years stood at test. Production department’s job is to pre-empt problems that might occur during the whole process of creating a campaign and be ready with solutions. However, this time, the feeling was handicapping as there was no way we could have guessed the problems that we could be facing.”
She added, “However, it was very thrilling to manage things remotely, work across hurdles, and come out with the final product.”
According to Waris, the coordination within the team helped them create the film in around a week. “We had to work with a much smaller team than we are used to. So, we decided that we will involve all the HODs to process the workflow and ensure a pro-level quality. We were 5-6 people, including the cinematographer, the director, and the production design. We all worked in close collaboration.”
While each and every moment of working on the film was challenging, what was most difficult was to find the right cast. “As the process goes for ad films, we audition for people, do screen tests, and that’s about it. However, this time we did not just require the right face and good acting skills, we wanted people who had a good house, the right wardrobe, and room to shoot the way we wanted to.”
Waris feels she got lucky with the cast she managed to get, as all of them were very supportive. “They knew and understood that they would have to go out of their way to complete this. They were so beautifully cooperative, I must say, from presenting wardrobe options to learning ‘jugaad’ for keeping the camera still, they worked really hard.”
She continued, “And not just them (the cast), even people around them were so supportive. The old lady you see in the film, her husband was handling the camera and we were facing issues to find a spot where he can sit and record. I must mention that their house help, a young boy, did so much of running around for us, finding the right frame and spot. It was heart-warming.”
Asked if she would continue shooting remote projects like this, even after lockdown, she replied, “I don’t think that it can become a norm, as being on a set is a different feeling altogether. You get to manage everything on your own, you can plan the frames on your own, discuss with the team personally, and it just eases the process. While we are capable of giving a pro-quality film shooting remotely, it comes at the expense of time. So, I believe we still could be working on a few special projects now and then, but it will not be a regular thing.”
Though she feels that it will take some time to get back to the same routine and hustle. “The ray of hope is that our government is open to dialogue and we are hoping that we will be able to give a slight start soon. However, it might be some time before we get there.”
She added, “Right now, we are looking for smaller crews, and safeguard measures on the sets and offices to start. At Equinox, our belief is that we don’t organise a shoot but host a shoot and we share the responsibility for everyone involved in the process. This is how it is going to be in future as well.”
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI:Â 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.
