MAM
Simply Fresh stirs up kindness with ‘Bura Na Karo’ Holi campaign
MUMBAI: Holi is known for its riot of colours, but Simply Fresh, the flagship brand of BN Group, is adding a different shade to the festival kindness. In its latest campaign Bura Na Karo, the brand reinterprets the popular Holi phrase “Bura Na Mano Holi Hai”, encouraging people to celebrate without causing discomfort to others.
The heartwarming film follows two mischievous teenagers who attempt to scare little Jugnoo by warning him of an impending colour ambush. However, as the flames of Holika Dahan rise, so does their understanding of true celebration. The festival’s core message, the triumph of good over evil, sparks a change of heart, reminding them that Holi is best enjoyed with joy, not intimidation.
“The essence of Holika Dahan is about burning away negativity and embracing goodness. Through Bura Na Karo, we want to reinforce our philosophy of Rakho Iraade Fresh—fresh intentions for a better world,” said BN Group chief marketing officer Kiran Giradkar. “Just as we ensure our products remain fresh and pure, we believe in promoting fresh perspectives that foster kindness and inclusion.”
The campaign is live across Instagram, Facebook, YouTube, and X, urging people to share their own #FreshIraade—pledges towards conscious, positive actions. With this initiative, Simply Fresh continues to weave cultural values into its brand philosophy, proving that some traditions are best celebrated with a fresh perspective.
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.
