MAM
RuPay kicks-off IPL innings with new campaign featuring Ishant Sharma
Mumbai: National Payments Corporation of India (NPCI) has floated its first Indian Premier League (IPL) campaign ‘RuPay. Be On-The-Go.’ Featuring Indian fast-bowler Ishant Sharma, the campaign highlights the many benefits of RuPay On-The-Go on cards and other convenient form factors such as smartwatches, keychains, mobile stickers, and wristbands.
As part of the high decibel campaign, five advertisement films are released on television, OTT, digital, and social media platforms. The brand has also roped in popular cricket commentator Harsha Bhogle and former Indian cricketer Virender Sehwag to endorse the campaign on Twitter.
The film revolves around the banter between three characters- an umpire struggling with payments, a batsman who knows how incredible RuPay is, and who takes it upon himself to educate our umpire on it, and fierce pacer Ishant Sharma. The umpire gets so distracted by the amazing and innovative RuPay offerings that the batsman is sharing with him, he doesn’t even notice that Ishant Sharma has bowled, rapped the opener on the pads, and is now screaming ‘Howzzaaaatt!,’ waiting for an ‘Out’ from him. What follows is a ‘match freeze’ where the entire match pauses, as we see Ishant now doing his best to catch the Umpire’s attention by shouting ‘Howzzatt’ in hilarious ways. With RuPay on Umpire’s mind and his conversation with the non-striker still on, he registers Ishant’s appeal and starts to raise his finger finally shouting ‘Out-standing’ for RuPay.
Conceptualised by DDB Mudra, the new campaign has beautifully and humorously captured Ishant’s dynamic action of ‘Howzat’ to weave together the films. The campaign also features four short films which reinforce the concept in various situations involving payments for international use, for the convenience of paying using RuPay On-The-Go enabled watch(at a grocery store) and keychain (at a drive-thru), and for bus/metro travel. The films not only create awareness about RuPay On-The-Go but also show how payments can be quick, safe, easy, and hassle-free for customers.
The films underscore the availability and accessibility of the RuPay cards. The advertisements highlight that every bank in India is issuing RuPay Debit cards and a large number of banks and prepaid/credit card players are also issuing RuPay prepaid and credit cards.
Furthermore, the films also create awareness amongst customers to ensure activating their cards for contactless, e-commerce, and international transactions per the regulatory requirements in India.
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.
