MAM
Ovenstory Pizza rolls out new campaign for its ‘Standout Pizza’ offering
New Delhi: Home-grown Ovenstory Pizza unveiled its new brand campaign – ‘The Standout Pizza’, showcasing its innovative pizza flavours which sets it apart from other pizza brands.
The four-film campaign conceptualised by Wondrlab promotes the brand’s personal ‘Semizza’ offering, where customers can order half cut 11” pizzas of their favourite toppings and preferences. The campaign introduces children as the protagonists who highlight the real issues of mainstream pizzas – too much crust, basic cheese flavours, and importantly the lack of options to choose half-pizzas – Semizzas.
It also talks about how the current pizzas do not give consumers the choice of cheeses, and the personal pizza category is still limited which often compromises on toppings. The campaign serves as the launch of the brand’s positioning as a ‘standout pizza’.
“The key to any successful campaign is clear messaging,” says Rebel Foods’ global head – marketing communication and design, Indrajit Ghosh adding that Ovenstory pizza is a disruptor in its category, and it was important for the messaging to come out clearly. “The ad-film campaigns by Wondrlab bring the essence of the brand, while effectively conveying how we stand out from the crowd. The films have been appreciated on various platforms and we look forward to this continued partnership and creating memorable campaigns together,” he says.
Wondrlabs’ co-founder and chief creative officer, Amit Akali says, the team experienced the brand, before dipping their hands into the task of bringing out real, everyday conversations around pizzas. “To make every film interesting and add a surprise element to it, we had an interesting reveal of the kids. e.g. In one of the ads, the kids are camouflaged within the furniture, while in another they are hidden in the plants. The challenge of course was doing all of this in 15/20 seconds! The initial reactions have been encouraging and we look forward to some great results,” he added.
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.
