MAM
Ormax releases research report on reality shows marketing
MUMBAI: The media and entertainment research and consulting firm Ormax Media has unveiled a special study on the effectiveness of marketing for the reality shows.
The nation-wide study is aimed at understanding ‘Reality Shows Marketing – Media Effectiveness’ for Hindi general entertainment channels (GECs).
The company used three big reality show launches of 2011 – Just Dance (Star Plus), Kaun Banega Crorepati (Sony Entertainment TV) and Bigg Boss 5 (Colors). The study analyses the impact of 13 different advertising and promotions media, in terms of their ability to create reach, buzz and appeal for reality shows.
Ormax Media CEO Shailesh Kapoor said: “In more than 20 years of satellite television in India, there has been no large-scale documented understanding of how each media should be used for program launches. This research will provide valuable information to the marketing departments at GECs, which will help them optimise their marketing spends, as well as understand the specific role of each medium in the overall media mix.”
The 13 media covered in the study were: self channel promos, cross channel promos, astons & bugs, news channel coverage, print ads, print articles, magazines, FM radio, out-of-home, theatre promotions, mall promotions, Internet promotions and word-of-mouth.
The study was conducted amongst more than 2400 Hindi GEC viewers in the 15-34 years age segment, across six cities.
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.
