MAM
Saatchi & Saatchi creates TVC for Pillsbury
Mumbai: Saatchi & Saatchi has created the new TV commercial for Pillsbury Atta based on an insight that good food often brings small joys to mothers in everyday lives.
The new Campaign, ‘Soft Khao, Soft Bolo’, focuses on the importance of softness of ‘rotis’.
The film opens on a frightened daughter approaching her father at the dinner table with a broken mirror from his scooter, which she had taken out for a ride without his knowledge, expecting to be reprimanded for her mistake. Her mother hints at her to speak to her father after he has taken a bite of the deliciously soft PCFA roti as she expects him to be in a better mood after eating the soft rotis.
As the daughter confesses her mistake she is in for a surprise. Her father, instead of scolding her, tells her how it is important to fall as that’s the way one learns. The daughter is completely surprised and at the same time relieved.
The film ends with how Pillsbury makes soft rotis that help gladden hearts and helps mom win their small joys in life.
Says Saatchi & Saatchi NCD Ramanuj Shastry, “The idea of softness is not just product speak but a cultural reality. The mother is not just the nurturer but also the controller of the family dynamics. It is her soft approach that helps build and nurture stronger family bonds. Taking this thought ahead, we dramatised the situation.”
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.
