MAM
Patanjali Dant Kanti Fresh Active Gel launches #FullFullFresh TVC
Mumbai: Patanjali Dant Kanti has launched a new Dant Kanti Fresh Active Gel with actors Tiger Shroff and Tamannaah Bhatia in #FullFullFresh TVC. Patanjali has now entered the foray of toothpaste that is focused on cooling and freshness with Dant Kanti Fresh Active Gel after transforming the toothpaste industry with Ayurveda. This category is dominated largely by youth, so the communication and media strategy shows the stars grooving to the catchy jingle in the TVC.
Patanjali Dant Kanti Fresh Active Gel has natural ingredients such as cooling mint crystals, clove, cinnamon, anise, mentha, eucalyptus, and black pepper which are effective in long-lasting freshness. The freshness quotient is well captured in this campaign. It has a refreshing look that compliments the product’s proposition and promise.
The campaign ‘FullFull Fresh’ encourages a fresh and healthy lifestyle. Considering the daily routines of today’s youth, who are constantly on the go. The campaign aims to influence them to adopt better oral care habits and add the essence of mint’s freshness to their lives. It communicates that the gel’s mint crystals keep one ‘Full-Full Fresh’ for up to 12 hours. It also promotes the idea of maintaining the same energy level, boosting confidence, and staying active all day, when one uses Patanjali Dant Kanti Fresh Active Gel with mint crystals.
Patanjali CMD Ram Bharat speaking about the campaign, said: “Patanjali Dant Kanti chose Tiger Shroff and Tamannaah Bhatia as flawless fits. We are thrilled to have the two as part of the Patanjali Dant Kanti Fresh Active Gel journey; personas with youthful energy and a health-consciousness perception. Their captivating performance and smiles has breathed a ‘full-full freshness’ to the ad commercial”.
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.
