MAM
Monk Entertainment executes ‘Money Heist’ with latest campaign for Scaler Academy
Mumbai: With the buzz surrounding the release of the latest season of Netflix series – “Money Heist,” Monk Entertainment has come out with a moment marketing campaign titled ‘If Indian engineers did a heist’ for ed-tech company Scaler Academy. The campaign does a comic local spinoff of the popular series in order to highlight the need for software engineers to upscale themselves- albeit with a twist in the tale.
The 360-degree moment marketing campaign conceptualised and executed by the Monk Entertainment team features some of the leading names on Instagram in the comedy genre of Marathi digital content creation like Karan Sonawane aka Focused Indian as the Professor, and others such as Sidhant Sarfare, Harsh Rane, Vrushali Jawale, Sushant Ghadge and Shravan Kshirsagar portraying his students/ heist members having local Mumbai Station names like Dombivili, Andheri, Virar, Sanpada and Chunabhatti, in place of the international city names of the original.
The script revolves around the Professor, who is actually a professor at an engineering college teaching software engineering, leading his students during a bank heist. As in the original series, it’s in the Professor’s hands to crack the code in order to open a bank vault with treasures they desire to steal. However, the Professor’s coding skills aren’t as proficient as his students think or as he claims.
The plot twist occurs when instead of the professor one of his students- Virar is able to crack the code that the Professor couldn’t, and gets the vault open and saves the heist members. A subtle hint is in the sketch, where Virar is seen watching a Scaler video on coding whilst the Professor keeps the gang waiting.
“At Monk Entertainment, our approach towards branded content is pretty simple: We treat brand’s customers as audience first. For us, a brand’s target customer has to be the protagonist/the main hero of the story we are serving,” said Monk Entertainment manager of content development and IPs Aishwarya Kerkar.
“The above approach really worked for us while conceptualising the sketch. We are very glad that we collaborated with a fantastic and supremely talented cast of Marathi creators to bring this sketch to life. We are happy to see so many organic conversations around the brand in the comments section of the video. Post the success of this video, we are hopeful that more brands will now engage with pop-culture trends and become a part of social conversations around them through video content,” she further added.
The short film, directed by Vaibhav Patil and Rudrang Malkar and written by Aishwarya Kerkar, Rudrang Malkar and Rishita Palshetkar, has a hint of masala comedy with a lot of regional lingo thrown in, coupled with coding jokes that will tickle the funny bones of techies and engineers.
“Moment marketing is a critical lever in our brand strategy; that doesn’t mean we will increase the social clutter by being one of many. So naturally, as a brand, we pick moments that we have a solid and unique point of view on – Money Heist with the professor presented just that sort of opportunity,” said Scaler InterviewBit head of Brand Ranjeet Kumar.
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.
