Brands
PepsiCo India triumphs at Cannes Lions 2024 with four wins
Mumbai: PepsiCo India has once again distinguished itself in the marketing world by winning four awards at this year’s Cannes Lions, making it the brand with the highest number of awards.
Gatorade earned one gold and one bronze award for its groundbreaking Turf Finder initiative, recognised in the creative data category and entertainment for sports under live experience subcategory. Launched earlier this year, the Turf Finder Initiative is designed to ignite a passion for sports among residents of India’s bustling metropolitan areas. This initiative reflects Gatorade’s dedication towards promoting active lifestyles and fostering a love for sports in urban environments.
Speaking on the win, chief marketing officer, India beverages, Tarun Bhagat said, “We are immensely honored and thrilled by Gatorade’s success at the 71st Cannes Lions International Festival of Creativity. Winning top honors such as the Gold in the Creative Data Lions for Data-enhanced Creativity, and a Bronze in the Entertainment Lions for the Sports category is a significant achievement that highlights our innovative approach and dedication to fostering an active-lifestyle culture in India.
Our Turf Finder initiative, leveraging Google Maps data, perfectly aligns with our mission to promote active lifestyles. In bustling metropolitan cities, there is a significant challenge in finding adequate spaces for playing sports. Despite a strong intent to engage in playing sports, individuals often find it difficult to locate suitable spaces due to a lack of adequate play areas. With Turf Finder, Gatorade seeks to solve this issue by leveraging the data from Google Maps to identify potential areas and transform them into playing areas, thereby providing sporting access for everyone. This initiative underscores Gatorade’s commitment to addressing real-world challenges and fostering community engagement in meaningful and impactful ways. We are grateful for the support and collaboration that made this possible and look forward to furthering our mission to promote sports and an active lifestyle.”
Similarly, Lay’s achieved remarkable success, winning two awards, including one silver and one bronze in categories such as Glass: The Lion for Change and Sustainable Development Goals under live experience subcategory, along with the prestigious WARC Creative Effectiveness Grand Prix. The ‘Drops of Joy’ campaign, launched to reclaim water vapour during potato frying to achieve water-positivity, and ‘Farm Equal’, a project empowering over 2,500 women farmers in India with specialized tools in collaboration with USAID, were recognized for their innovation and impact.
Commenting on the occasion, Lay’s India – PepsiCo category lead Saumya Rathor said: “We’re overjoyed to have our efforts recognized at Cannes. At our core, Lay’s is rooted in agriculture and deeply values the communities we work with and the environment we depend on. Our ‘Drops of Joy’ campaign highlights our efforts in water positivity by reclaiming water during production. Additionally, through Project Farm Equal, we’ve had the privilege of empowering over 2,500 women farmers, providing them with the tools and support they need. Winning Cannes Lions for these initiatives is a humbling reminder that our dedication to making a positive impact is resonating and making a difference.”
Publicis Groupe, South Asia chief creative officer & Leo Burnett, South Asia chairman Rajdeepak Das added “With PepsiCo we have found the right partners who are aligned to our vision of using the power of creativity to make a real difference. All the campaigns from Gatorade Turf Finder, Lays Farm Equal and Drops of Joy use modern-day technology and tools to make a difference to our communities, and we couldn’t be prouder of our partnership with PepsiCo. And we are thrilled that some of the most creative minds from around the world who are part of the prestigious Cannes Jury also resonated with our work, winning us these precious Lions.”
These achievements by Gatorade and Lay’s highlight PepsiCo India’s commitment to innovation and its ability to create impactful campaigns that engage audiences and drive positive change.
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.
