MAM
Ozone stresses on power of vote with ‘Ab Chalegi Finger Key’ campaign
Mumbai: With the election season upon us, Ozone, a homegrown Indian brand in the digital ‘locks and safes’ segment has launched the ‘Ab Chalegi Finger Key’ campaign. The campaign metaphorically demonstrates the connection between Ozone’s digital lock and electronic voting wherein one can open a lock using one finger and simultaneously vote for a better future.
Conceptualised and executed by Dentsu Impact, a dentsuMB Company & the creative agency from dentsu India, the 360-degree campaign will be promoted across print, radio, digital and OOH. Furthermore, the brand has launched an IP (Intellectual Property) in association with news channels – NDTV and ABP. The multi-episode program on the news channels nudges the voters to make the right choice for themselves and the society at large. It also includes an exclusive anthem to help attract mass appeal and celebrity endorsements along with on-ground interviews with audiences and debates.
“Through this campaign, we aim to sensitise people that by exercising the power of their finger they can choose the right government for better security and progress just like with a swipe of their fingers they can secure their valuables,” said Ozone Overseas president Abhishek Aggarwal. “We are consistently working towards enhancing the customer experience by altering the traditional usage of keys with our digital key that effortlessly eliminates the breach of security system, allowing the consumer more control and efficiency,” he further added.
The campaign follows closely in the wake of the brand’s ‘Guccha Singh Campaign,’ urging people to move from a ‘Chabiyoun Ka Guccha’ (bunch of keys) to the new age digital locks with multiple access mode that gives ‘unmatched security with utmost ease.’
“Elections give that one chance to the voters to exercise their rights for a safe, secure and brighter future. By using the power of the voting finger, they can make changes that really matter,” remarked Dentsu Impact executive vice president Ujjwal Anand. “‘Is baar kiski chalegi,’ ‘is baar kaun ayega,’ ‘satta kisko milegi’ are all turn of phrases that we get to hear particularly around the election frenzy. We decided to give a spin to these phrases and hinge our campaign articulation around the verbiage.”
“While in the earlier campaign the mascot we created was around a popular face and larger than life ‘Chabiyoun Ka Guccha’, this campaign takes the engagement to a different space, by tapping into the culture of elections and voting in India; the finger as a voting tool, readily recognisable, took the centre stage,” said Dentsu Impact executive creative director Mayank Khattar. “We used the finger as a symbol of power in people’s hands. The overall tonality of the campaign has been thought-provoking, urging people of states where the elections are being conducted, to acknowledge and exercise their voting rights and choose a better, progressive future. Just like our digital locks that take the security of our homes and valuables to a different level that too with five access modes, giving the control in people’s hands. The instant connection of the people with the empowering index finger is striking.”
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.
