Brands
Parineeti Chopra is Sugar Free brand ambassador
NEW DELHI: Actor Parineeti Chopra, who is fast climbimg the ladder to catch up with Virat Kohli and Ranbir Kapoor in television ads, will now promote the sugar substitute Sugar Free as its brand ambassador.
As part of its new brand campaign, the actor will be seen in a new television commercial that goes on air across general entertainment channels and news channels in the country. Sugar Free has also taken a step forward to reinvent itself and position the brand as a healthy alternate to direct consumption of sugar.
The brand’s new tagline – Smartness Waali Sweetness – is aimed at attracting the audience to make a healthy choice of giving up sugar while continuing to retain sweetness.
The new TVC which went on air on 5 June sees Parineeti playing the role of a young sister-in-law prodding her brother-in-law to make a smart choice by adding Sugar Free to his post-work out nimbu paani. The campaign will be supported by a surround marketing plan including print, on-ground and digital media engagement. The new TVC is directed by Prashant Madan from Nirvana Films.
Zydus Wellness COO Tarun Arora said: “Our new campaign is all about making smarter choices. Today, consumers are inundated with a variety of options – be it foods, consumer goods or even health. Sugar Free is their partner in making an intelligent, smart choice of taste without having to give up on their indulgences. The concept of ‘Smartness Waali Sweetness’ emphasizes on the smarter choice – To give up sugar, not the sweetness”.
He added that Chopra’s transformation which is a reflection of her dedication and her willpower to make smart health choices resonated well with what the Zydus intended to say. “We have no doubt that this association with Parineeti will provide a good reason to the consumer and inspire them to opt for a smarter, healthier lifestyle without much compromise or change”.
”Parineeti Chopra has been the talk of the town with her recent transformation from a bubbly girl-next-door persona to becoming the poster-girl for fitness. She is the new youth icon to relate with when it comes to being fit; a true embodiment of the brand’s philosophy of bringing in a fitter lifestyle”.
Chopra said “I am excited to be a part of this journey. I have always had a sweet tooth and can totally relate to how difficult it can be for someone to give up on sugar. It’s great how Sugar Free can help one to be off sugar but not sweetness. Healthy foods are not the only option. Making a healthy choice, consciously helps. Even during my weight loss transition, I fulfilled all my cravings just by opting for some smarter choices. Sugar Free was a natural fit for me to associate with and I took up the opportunity at the first instance. I haven’t given up on my indulgences. Just made some smart moves.”
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.
