MAM
Pix “handpicks Bangalore” as potent market to unveil mass media campaign
MUMBAI: Pix, the movie channel from the Sony stable, has finally got up and running in the city of Bangalore following distribution conflicts which were in negotiation stages during December 2006.
With clearance on the distribution deals that came in this month, the channel is set to go the whole hog with a mutli-media campaign that will break on 22 January and end on 5 February.
Pix business head Sunder Aaron tells Indiantelevision.com that the endeavour to launch a city specific campaign was primarily to give the channel more visibility in that market. He said, “We want to raise our profile in Bangalore, as it was previously not one of our strongest markets.”
Pix has outlined a phased approach to the campaign which will promote its brand proposition of “Hand picked movies just for you!” But this time, the creative element of the campaign will differ. The first phase will see a mix of outdoor (consisting hoardings and mobile vans) print and radio spots.
While for the second phase, the channel has tied up with Radio City and Radio Indigo to run a week long contest by which viewers can win free DVDs everyday. Concurrently, the campaign will also be promoted through on-ground initiatives at various malls across the city and PR activity.
Pix marketing head Himmat Bhutalia told this website, “Now that the distribution deals are in place in Bangalore, we see this as an important market in the South and feel its time to reach out to our target audience during the 8 – 12 pm primetime band. Therefore, we saw it appropriate to unveil a city oriented campaign.”
The campaign will coincide with, and promote the world English television premiere of Aparna Sen’s 15 Park Avenue on 28 January. As part of the campaign, the channel will also attempt to focus on several other English movies directed by Indians.
The channel however, seems to be content with the response it has garnered in other core markets including Delhi, Mumbai, Kolkata, Chennai and Hyderabad.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI:Â 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.
