MAM
NutriChoice shows that healthy is fun
MUMBAI: Britannia NutriChoice has launched its first digital only activation, ‘7Days7Choices’.
The new activation aims to extend the new TV communication campaign ‘Power of a Good Choice’ to the digital medium and inspire people to start making good choices every day.
The brand’s point of view is built on the insight that when we undertake something healthy, although the results may take time, the feeling of satisfaction on having started something healthy is immediate. The brand has extended this thought on digital by creating a series of videos with the objective of motivating Indians to make good choices.
Created by JWT, the digital videos showcase a series of situations that portray our popular misconceptions about living healthy. Most people expect any good or healthy choice to be filled with hard work and no joy. However, the videos challenge this misconception by showing the heady feeling of satisfaction that one experiences when one starts something healthy. Through a series of these ‘Expectation Vs Reality’ videos, NutriChoice aims to inspire people to start making healthy choices.
Britannia NutriChoice believes that starting with a good choice, however small, helps you lead a healthier life. The digital activation also extends this same belief by motivating people to make one good choice every day for only seven days, by way of #7Days7Choices challenge. The belief is that once we make a good choice for a period of seven days, it automatically becomes a part of our life, owing to the great feeling one experiences.
The brand has released a total of four different situations and a longer format video that encompasses all four situations together.
Britannia Industries VP of marketing Ali Harris Shere says, “Britannia NutriChoice as a brand has always propagated making healthier choices. With this digital campaign, the brand is making a clear shift to a purpose-led communication. The intent is to inspire people to start on their health journeys with the promise of feeling good immediately.”
JWT vice president and executive creative director Priya Shivakumar adds, “We asked ourselves what keeps people from starting good choices. The answer’s simple, they’ve made up their mind that making a good choice is difficult. So, what we needed to do is remind them of the great feeling that can override any hardship while making a good choice. We decided to take on the internet’s favourite ‘Expectation vs Reality’ videos and give it a fun twist – instead of showing banal and drab realities like the videos in that format, we did exactly the opposite.”
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.
