MAM
Reebok, Hip-Hop violinist Miri Ben-Ari make music
MUMBAI: American Hip-Hop violinist Miri Ben-Ari and footwear firm Reebok make noise with the announcement of a multi-faceted partnership.
This includes a first-of-its-kind collaboration between the brand and Universal Motown Records to produce a music video for We Gonna Win the first new single on Ben-Ari’s debut album.
The album is called The Hip Hop Violinist. The venture marks Reebok’s first foray into overseeing the creation of a music video. The partnership will highlight Israeli superstar, Ben-Ari as the newest face of the brand’s global I Am What I Am advertising campaign, featuring print, online and retail components.
The music video will feature Ben-Ari and rap artist Styles P wearing customised Rbk branded apparel, footwear and accessories. Ben-Ari said, “Partnering with Reebok is a natural fit for me because they truly value artists who are not afraid to be different and stand out from the crowd. I am excited to work with Reebok on my new music video and thrilled to be part of their I Am What I Am campaign.”
Ben-Ari is the latest celebrity endorsee to be featured in Reebok’s I Am What I Am global advertising campaign. the others include pop star Jay-Z, basketball player Yao Ming, rap star Nelly and actress Christina Ricci. Created by New York ad agency mcgarrybowen, the campaign links the entire brand’s marketing and advertising efforts under the I Am What I Amumbrella, and is supported by the company’s largest advertising spend in nearly a decade.
Reebok’s chief marketing officer Dennis Baldwin says, “Reebok is excited to partner with Miri because she is such a creative force in the evolution of Hip-Hop. As a true pioneer in the music world, Miri perfectly embodies our brand’s I Am What I Am platform of authenticity and individuality.”
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.
