MAM
Mountain Dew rolls out ‘Dew or Die’ campaign
MUMBAI: Cricket has been dominating our minds thanks to the sixth season of Pepsi Indian Premiere League (IPL). And one campaign that has been catching the eye is Mountain Dew‘s with the catchy title ‘Dew or Die’.
Mountain Dew’s new campaign brings alive these moments through an innovative consumer engagement program, on-air as well as extensive on-line and in-stadia initiatives.
The brand is associated with three teams of Pepsi IPL 6- Rajasthan Royals, Kings XI Punjab and Delhi Daredevils.
The campaign has a special segment on Max’s ‘Extra Innings’ everyday. The segment will be showcasing three ‘Dew or Die’ moments from the previous day’s matches, shortlisted by an expert panel.
The ‘Dew or Die’ campaign has also been launched through the brand’s social media channels. During all matches, cricket fans can select their ‘Dew or Die’ moments in real time and tweet to the Mountain Dew handle (@MountainDewIn) with the hash-tag, #DewOrDie to win match tickets and team merchandise.
PepsiCo India category director-flavours Ruchira Jaitly said, “This IPL season, Mountain Dew is celebrating the ‘Dew or Die’ passion of the players and the fans in a refreshing manner. With a short format, the T20 tournament is all about those defining moments of performance that change the fate of the game and elevate the viewer excitement to a new level. Our campaign is all about these moments that differentiate between victory and defeat, segregate men from the boys.”
“Our campaign is all about consumer engagement including our TV integration that goes beyond traditional advertising. We are thrilled with the initial response to the ‘Dew or Die’ mantra on-line as well as in the stadiums, and look forward to extending it to other formats in equally engaging and innovative manner”, she added.
Mountain Dew had launched the first campaign of this season earlier this year that took the brand’s essence of ‘Darr ke Aage Jeet Hai’ to the level of crushing fear and taking a plunge to come out victorious. The ‘Dew or Die’ campaign takes forward the same philosophy and talks about fighting through all situations and taking the game away from the opposition.
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.
