MAM
Melorra’s Valentine’s campaign urges men to go beyond the traditional gift ideas
MUMBAI: Melorra, India’s fastest growing fine jewellery brand that’s making gold trendy for everyday wear has unveiled its latest Valentine’s Day campaign. Trending as #UpYourGiftingGame across all social media platforms, the campaign urges men to go beyond the traditional roses, teddy bears, and chocolates as gifts. Rather it asks them to celebrate the multifaceted persona of the women they love by gifting them something that will last more than a day!
The film featuring Swasti Kapur, Tamanna Sharma, Noyrika and Shaina shows how women are destroying the same old boring gifts that they get on Valentine’s Day every year. They demand #change and ask men to #UpTheirGame with the gifts they choose. With partner-in-crime Melorra, men can match the unique personality of their loved one by gifting them trendy and lightweight gold jewellery that lasts a lifetime just like their love.
Commenting on the same, Melorra founder and CEO Saroja Yeramilli said, “Love is an emotion that must be celebrated every day. And what better way to say, that you care, than to gift her Melorra’s lightweight and trendy gold jewellery that complements her personality and can be worn daily? Through our Valentine’s Day campaign, that is carefully crafted to connect with the millennial audience, we ask men to think beyond the regular gifts, and as a token of their love, gift her something she can wear every day. Our new collection that features trendy interpretations of heart motifs is inspired by the latest fashion trends and is made for the modern-day women. So replace the #cliched, and #untradition with jewellery that will become her go-to accessories, no matter what she wears.”
Talking about the campaign, Dentsu India Slingshot VP head of business Kunal Dubey and VP digital and marketing solutions Lucky Saini said, ” With this campaign, we wanted to break the communication codes of the category and yet deliver the brand message in a content/entertainment format. A musical treatment along with very dynamic and engaging cinematography helped us deliver a communication piece that’s not just fresh and engaging but also on point when it comes to translating brand strategy of everyday jewellery into creative execution. Initial response in terms of View through Rates is very encouraging and we hope that this campaign will lift both brand and business metrics “.
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.
