MAM
Mudra repositions Yamaha Crux; unveils new ad campaign
MUMBAI: Mudra Communications in a move to reposition the Yamaha Crux, has unleashed a new campaign which aims at capturing emotions and values of an Indian middle class family. Keeping the Indian values as its motive, the ad conveys approachability and affordability of the brand, without compromising on quality.
Commenting on the new TVC Mudra Communications president Hemant Misra said, “This new ad campaign is a result of extensive consumer research which has led to a fresh insights. The campaign is expected to play a vital role in creating an endearing bond between the brand and its customers, both of whom truly understand and live-up to responsibility.”
With the thought of highlighting the consumer buying patterns across the country, the campaign focuses on the Indian male as the responsible young man who respects his family and friends and takes forward the family values to the new roads in life. The ad hopes to leave an emotional and sensitive impact on the viewers with its message, ‘Zimmedari Ke Liye Tayyar’. Over and above, the ad focuses on the bond between man and machine.
Yamaha India GM marketing Dinesh Chandra, added, “The new TVC will help in positioning the new Yamaha Crux-S bike as a ‘dependable’ bike. The agency worked on a single word brief of ‘dependability’. The film balances the functional and emotional appeal. The jingle is the high point of this film as the same is distinct, hummable and likeable.”
The film has been produced by Red Ice and directed by Sujit Sircar. The music has been compose by music director Vishaal Bhardwaj and the playback score is by Suresh Wadhkar.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI:Â 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.
