MAM
Manesh Swamy steps in as co-founder and chief creative officer at First AI
MUMBAI: Manesh swamy has hit reset—and rewrite. After more than 20 years in India’s creative and digital advertising business, the award-winning creative leader has co-founded First AI consultancy pvt. ltd., stepping in as co-founder and chief creative officer.
Based in Navi Mumbai, Swamy’s new venture positions itself as a hybrid consultancy, product studio and creative partner, combining human craft with AI-led speed. At First AI, AI stands for artistic imagination, analytical implementation and audience interaction, driven by an always-on innovation mindset.
Before starting First AI in June 2025, Swamy served as managing director and chief creative officer at LS Digital Group from April 2024 to March 2025. Prior to that, he spent close to five years at LS Digital in senior leadership roles, including chief creative officer and senior vice president, senior vice president creative social media pr and marcom, and vice president creative, helping shape large-scale digital and creative mandates.
Earlier, Swamy was vice president creative at Logicserve Digital between 2019 and 2021, where he led creative strategy and brand storytelling. His longest tenure was at Hungama Digital Services, where he spent 15 years, joining as a senior visualiser and rising to associate creative director and later creative director. During this period, he played a key role in building the creative function and helped the company win more than 100 metals at national and international award shows.
Over the years, Swamy has spearheaded campaigns for leading brands including HDFC Life, Canon, Mankind Pharma, Tata Motors Finance, Tata Pravesh, Tata Indicash, Videocon D2H, Bajaj Allianz, Mrs Bectors Group, Ebro India, PepsiCo, Mahindra Auto, Nerolac Paints, Singapore Tourism, Milton, Intel, UB Group, ACC and Eros Now.
A regular on global and Indian juries, Swamy has judged YouTube Works Awards, Digixx, Goafest Abbys and AdFest Pattaya, and was named in Social Samosa’s 40 Under 40 list in 2019.
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.
