MAM
Millennial Influencers turn to OkCupid to ‘Find Their Kind’
MUMBAI: OkCupid asks real people to talk about real things. The international dating app’s first brand campaign in India – #FindMyKind – has endeavoured to start conversations about personal choice and self-acceptance amongst Indian millennials to cater to their changing preferences. The campaign went live in August with leading influencers sharing their ‘Find My Kind’ stories driving home conversation about the path they have chosen and the relationship they seek. Users followed in their footsteps with posts of their own, generating over 5 Million impressions
The campaign caters to the requirement of a generation that knows what they want and are not willing to compromise on their dreams. When it comes to the kind of relationship they want, young Indians want to make their choice and do not let family members, relatives, acquaintances and friends' preferences override their needs.
On social media, the campaign has urged influencers from all walks of life to communicate who they truly are and who their kind is in a relationship. Captured beautifully in pictures and their post, influencers talk about their journey to becoming who they are and the kind of person they would want to be with in their life – someone who understands and accepts them for who they are. They spoke about their individual choices from their love for art, baking, photography to their passion for motorcycling or about someone who would understand how career oriented and eccentric they are. After all, they believe in keepin’ it real!
Not only does the campaign capture the essence of OkCupid, it also perfectly encompasses the goal of the campaign which is reiterated by Melissa Hobley, Global CMO, OkCupid, who says, “OkCupid celebrates people who are expressing their own preferences and the willingness of living on their own terms with the intent that feels right. Through our first ever brand campaign in India, we tap into the desire of single Indians to exercise their right to choose their own partner. Considering that's one of the most significant decisions you'll ever make, we think finding someone who is YOUR kind is of utmost importance! Find My Kind celebrates people who are looking for something real, and won't compromise or adjust to suit other people's expectations.”
The idea is to encourage people to stop settling for a compromise in the most important decisions in life. Influencers have spoken their heart out about the type of person they are and what they seek in their partner. Overall, it is a celebration of individuals who push back against everybody else’s expectation of their life and relationship. The posts capture what this generation wants in a serious relationship why encouraging others to be equally fearless.
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.
