MAM
Ogilvy creates new ‘Shubh Aarambh’ ad for Cadbury Dairy Milk
MUMBAI: Cadbury Dairy Milk has launched a new television commercial ‘nayi dosti ka shubh aarambh‘ created by Ogilvy India.
The new TVC celebrates the beginning of new friendships. It will be supported by an integrated marketing campaign, including on-ground activations in 80 colleges, print ads, radio ads across many cities and outdoor, to urge people to make new friends and celebrate special “friendship moments”.
Cadbury India director- snacking and strategy Chandramouli Venkatesan said, “Cadbury Dairy Milk encapsulates an enormous breath of emotions, from shared values such as family togetherness, to the personal values of individual enjoyment. The latest TVC celebrates and honors another very important aspect of relationships- the start of a new friendship.”
Ogilvy India national creative director Abijit Avasthi added, “The campaign is perfectly timed to coincide with Friendship Day on 5 August. This is an exciting, action packed time for youngsters since colleges re-open at this time and they get to meet new people and start new meaningful friendships that last a lifetime.”
The new commercial plays out at a traditional wedding ceremony. A teenage girl and boy exchange notes on how every family has a “dancing uncle/aunty” and an “allergy aunty/uncle”. They quickly realise that the two families have much more in common than they thought. When the girl excitedly asks, “Tumhaari family mein mere jaisa kaun hai?” the boy smiles and replies “Main”. A piece of Cadbury Dairy Milk is exchanged to celebrate their new found friendship and the closing VO states, “Nayi Dosti Ka Shubh Aarambh. Kuch Meetha Ho Jaaye.”
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.
