MAM
Posterscope India unveils new campaign for IDBI Federal Life Insurance
MUMBAI: Posterscope India, the out-of-home agency from the Dentsu Aegis Network, has conceptualised and executed a high visibility out-of-home campaign for IDBI Federal Life Insurance.
The task put forth by the IDBI Federal Life Insurance team was to popularise their flagship offering – ‘IDBI Federal Lifesurance Whole Life’ plan – in the market and to develop a visible and targeted campaign that would support and boost their on-ground sales.
The objective of the campaign was to effectively reach out to the brand’s core target audience – males, 25-44 years, SEC A and B – across 100 locations pan India.
The challenge awaiting the Posterscope team was twofold – first, the need to cover a humungous geographical spread in a short span and second, to juggle with multiple creatives in numerous languages. It was with the help of a well-crafted implementation strategy and effective co-ordination with the IDBI Federal team that Posterscope India managed to delivered a successful campaign within the stipulated timelines.
Timely scheduling and appropriate choice of media was extremely essential for the campaign to break the clutter amidst heavy financial services advertising that took charge in the last quarter of the financial year.
The campaign was executed with meticulous planning and effective consumer targeting through identification of relevant consumer touch points – media placement at key high traffic locations, arterial roads, congregation points and also near partner bank branches across all cities and appropriate media selection.
The result culminated into a massive execution, entailing 350+ media units with 200+ unique artwork adaptations, multi location printing, with all media locally evaluated and approved.
Additionally, a cinema screen advertising campaign was executed across multiplexes and single screen movie theatres in key markets across India to ensure that the brand’s message was well communicated and consumed by movie goers.
Commenting on the campaign IDBI Federal Insurance chief strategy and marketing officer Aneesh Khanna said that in a category where most life insurance players have refrained from advertising whole life plans, it has taken the bold step of communicating a complex product in a simple, yet an interesting way.
“Posterscope helped us reach out to mass India with our product proposition in a timely and a cost- efficient manner. Their choice of locations and media touchpoints has ensured that the communication stands out in the clutter of financial services advertising,” added Khanna.
Posterscope Asia Pacific regional director Haresh Nayak said, “We are delighted with this appointment and thank the IDBI management for considering us worthy for OOH and Ambient offerings. We are confident that we can add strategic value in making the IDBI Federal brand a household name across the country.”
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.
