MAM
MIS 2024: Leveraging a Customer – Centric Martech Stack
Mumbai: Media Investment Summit 2024 is a dynamic platform that aimed to bring together minds from the Brand, Media, Advertising, Digital & TV fraternity to explore the ever-evolving landscape of Content, Adtech, Martech, Metaverse and Web 3.0, the evolution of traditional media planning and buying, data and privacy infringement and ROI on advertising.
The day – long affair is to make sure to tantalize the thoughts of those looking for answers to myriad topics under the Branding, Advertising, TV, Digital media planning and buying roof.
The panel for this session was moderated by Fractal Ink CEO Tanay Kumar. The panelists were Future Generali India Life Insurance Co. Ltd. CMO Geetanjali Chugh Kothari, Pepperfry VP – Marketing & Growth Mahip Dwivedi, Schneider Electric director – Global Strategic Marketing Ankesh Kumar, Dangal Play head Akshat Singhal and Vserv co-founder & CEO Dippak Khurana.
Kumar posed the question on the various aspects of utilizing marketing technology (Martech) tools and strategies to the panelists. To which Kothari said, “There are essentially two aspects to consider. Firstly, many areas have become hygiene, especially when it comes to customer data. Secondly, when evaluating the tools to include in your entire CapEx.”
Dwivedi underscored the customer-centric approach to Martech utilization. He said, To fully utilize Martech, the focus should be on serving the customer, not just selling to them. Using the term “sell” implies bombarding customers with irrelevant messages, which isn’t effective.”
Kumar shared insights into the global utilization of in-house tools for efficient asset management and campaign execution. He reiterated, “We utilize a variety of in-house tools globally to control assets, release them, and manage various campaigns efficiently.”
Singhal highlighted the role of Martech in content personalization, communication, and analytics. He said, “From personalizing content to sending communications, we rely on marketing tools to engage, gather analytics, send notifications, and craft personalized emails. So marketers help that way a lot.”
Khurana said that, “Any marketer who is taking decisions buy or build, there are 2 areas they try to take decisions on. One is they have an objective of user growth and second is they have an objective of user retention.”
The session concluded as panelists navigated the complexities of the digital landscape, leveraging Martech tools effectively will be essential for staying ahead of the curve and delivering exceptional customer experiences.
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.
