MAM
New Bajaj Discover campaign celebrates the boy in every man
MUMBAI: Discover, from India’s leading two-wheeler brand – Bajaj Auto, has released a new campaign conceptualised by Mullen Lintas. Bajaj Auto had recently re-launched the Discover with an upgraded Discover 125, and an all-new Discover 110. The campaign went live from 1 February and will be visible on television, print, outdoor and digital.
Bajaj Auto Marketing VP Sumeet Narang said, “Discover is our brand which offers an energetic and spirited riding experience to daily commuters. It differentiates itself from the rest of 100-125cc commuter brands by offering a more fun bike to our customers who see themselves as hard working family men burdened with responsibilities. Finding relevance for Discover’s promise of performance was critical. Immersions with family men between 30-40yrs in large and small towns helped us arrive at the brand insight of how the boy in every man is always alive. Discover’s spirited riding can help him come out, once in a while.”
The new Discover carries forward that legacy of exciting performance with an all-new long-stroke engine. It also has the additional advantage of exciting looks with first-in-class LED DRLs, first-in-class digital instrument display panel, all new stylish graphics, and a host of other style and performance upgrades. The new campaign shows how an exciting ride on the new Discover makes you as ‘zindadil’ as in your younger days.
Mullen Lintas EVP Ayyappan Raj said, “It’s quite an important and significant campaign for us, considering the task of reintroducing brand Discover. The brief from the brand team was about how the new Bajaj Discover with stylish features, and powerful engine bring out the youthfulness in the rider and that’s exactly what we have managed to capture with ‘Bano Zindadil’. There are a lot of activities planned across media, ensuring this idea travels to a larger audience.”
The song in the film, “Behti Hawa” from the movie 3 Idiots interestingly stirs the youthful memories in an office-goer. The communication captures the emotions that the rider goes through while enjoying the experience of his new Bajaj Discover.
Also Read :
Mullen Lintas bags Quikr’s creative mandate
Mullen Lintas wins creative business of Motlilal Oswal
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.
