MAM
Set Wet unveils new TVC #ApniHairStyleHiApniVibeHai
Mumbai: Set Wet, men’s grooming brand from the house of Marico, has launched a captivating new TVC that aims at putting hair styling at the forefront of the grooming ritual of young Indian men. With the campaign message #ApniHairstyleHiApniVibeHai, Set Wet emphasizes the significance of hair styling in creating a lasting first impression and setting the right vibe from the get-go.
Launched on 1 July 2023, the brand film ingeniously highlights how, in a world where first impressions matter, hairstyle plays a vital role in setting the right vibe. Set Wet’s film showcases a relatable scenario where a young man, in a rush on his first day of work, forgets his ID card. Faced with a sticky situation, he reaches into his bag and finds Set Wet Gel, leading to a brilliant idea. As he styles his hair using Set Wet Gel, his appearance is completely transformed, instilling him with a newfound confidence. Walking into his workplace with an undeniable vibe of self-assurance, the young man leaves everyone in awe. Through fun and wit, the film powerfully conveys the importance of hair styling and its direct influence on the impression one makes. The key takeaway from the ad film is to inspire the audience to start styling their hair because #ApniHairStyleHiApniVibeHai
Speaking about the new campaign, Marico Ltd. CMO Somasree Bose Awasthi said, “As a leader in the hair styling category, Set Wet has always led the hair styling conversations amongst the youth of India and adapted to the changing trends. The new campaign #ApniHairStyleHiApniVibeHai therefore speaks to the Gen Z consumer about the importance of hair styling as a key part of their grooming regime. Through the various legs of the campaign, Set Wet will continue to establish and emphasise this key message and actively engage with the target consumer through innovative marketing activations across touchpoints, where the consumer is already actively engaged.”
As part of a comprehensive 360-activation plan, Set Wet has begun its campaign roll out of a digital, print, and on-ground campaign to empower young men in setting their vibe.
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.
