MAM
Malabar Gold & Social Beat leverage Thumbstopper Videos to promote #MenInPlatinum collection
Mumbai – On the occasion of International Men’s Day, Malabar Gold & Diamonds has collaborated with Social Beat, a leading digital marketing solutions company, to roll out a brand campaign to promote its ‘Men in Platinum’ collection. The campaign highlights the dismantling of gender roles and brings light to the men who are simply doing their best at being in their element.
The campaign was launched with curated Instagram grids and engaging stories to get the conversation started. The concept has been further captured by a series of two Thumbstopper digital films which beautifully break stereotypes of what is considered ‘macho’ and appreciate men in all their roles and avatars. The tagline “He is finest in his element” has been created to emphasise on the same.
Speaking about the campaign, Panisa Shah, Creative Head – Social Beat said, “With the digital ecosystem shifting to smartphones and shorter attention spans of consumers, we wanted to explore shorter video formats. The objective was to drive impact with crisp storytelling. Modern men are not shying away from doing things that are by common perception considered ‘unmanly’. The two films are stories of such men who do not think twice before doing anything for their loved ones.”
The campaign has a distinct visual style where we have looked to shine light on men who are comfortable in their element, unapologetically doing things they like to do.
The videos have garnered a reach of 13 Lakh across Facebook, Instagram and YouTube. The brand’s Facebook page saw a 450% spike in user engagement. These phenomenal results are proof that crafting relatable and emotionally compelling video content can strike a powerful chord among audiences.
About Social Beat
Founded in 2012, Social Beat is one of India’s fastest growing digital marketing solutions company. A Premier Google Partner, recommended Facebook agency and a member of Facebook India SME Council and a trusted online expert with offices in Bangalore, Chennai, Delhi& Mumbai. Their expertise with video content, as well as platforms such as Influencer and 22 Languages makes them the ideal digital marketing solutions partner for brands. The 170-plus member team of digital experts offers integrated digital marketing solutions including brand strategy, social media marketing, digital media planning, content marketing, video production, Search Engine Optimisation, influencer marketing, UX, technology services and impactful language content.
With focus verticals of real estate, BFSI, retail, FMCG and consumer apps, Social Beat has over 100 marquee clients including Malabar Gold, Himalaya Pharma, Jaquar, mFine, Kangaroo Kids, Casagrand, Neuberg Diagnostics, Swiggy, Klay Schools, Tata Mutual, Assetz Property, Sundaram Mutual, Wonderchef, Forum Mall, Tata Housing, Royal Sundaram, Isuzu, Netmeds.com, Bewakoof.com, Anmol Biscuits and Boat Headphones amongst others.
For two years in a row, in 2017 & 2018, Social Beat was recognised by Google for innovation in Display & Mobile Marketing. It won Agency of Year by Maverick awards 2018 and won Silver at Agency of the Year 2019 for Performance Marketing & Influencer Marketing at AgencyCon by Social Samosa. It has bagged numerous awards from Advertising Club of Madras, Advertising Club of Bangalore, Paul Writer and others.
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.
