Brands
Nivea Soft’s Fresh Batch 5.0 scores big with Gen Z through AI-led identity play
MUMBAI: Nivea has wrapped up the fifth edition of its youth-focused platform Fresh Batch with record engagement, signalling a shift from a talent showcase to an AI-powered identity and self-expression movement for Gen Z audiences.
Launched in November 2025, Nivea Soft Fresh Batch 5.0 reinvented the traditional résumé into a “rizz-ume”, a personalised digital format designed to celebrate individuality beyond formal achievements. The campaign delivered more than 4 lakh rizz-umes, reached over 91 million users and recorded a 154 per cent rise in social engagement.
Built on an AI-driven microsite developed with tech partner Xtendr, the platform decoded personality traits, interests and cultural cues in real time to create hyper-personalised outputs. Cultural creators Apoorva Mukhija, Ankush Bahuguna and Sufi Motiwala anchored the campaign, while collaborations with brands including The Croffle Guys, Mia by Tanishq, Noon Club, Life n Jam and RadioCity extended its reach across categories.
The initiative generated over 50,000 organic shares and achieved a microsite conversion rate of around 50 per cent, well above industry benchmarks. Creator amplification from voices such as Tanmay Bhat further boosted cultural relevance and participation.
Nivea India managing director Geetika Mehta, said the campaign demonstrated how AI, combined with cultural insight, could drive personalisation at scale and create deeper emotional connections with young consumers.
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.
