MAM
Sony Pictures Entertainment & Google create an India-first ‘Trailer to Ticketing’ full funnel campaign for ‘Spider-Man: Far From Home’
MUMBAI: For a long time, the film industry has produced and marketed films based on gut and the same instinct and some basic media reports have been used to reach out to the movie going audiences. But Sony Pictures Entertainment Films India partnered with Google, their agency Sokrati and movie ticketing portals to go beyond gut, and used a comprehensive data analytics based approach to execute a India first ‘Trailer to Ticket’ model. Through this, the entire journey of the movie going audience was mapped right from the time, the person viewed the trailer to the final purchase of the ticket.
“ We, at Sony Pictures Entertainment India have always believed in the power of a data analytics driven approach. Hence we were looking at optimizing the full funnel, from the “Trailer to Ticketing”, especially for our Tent-Pole films. The Google team have been our biggest partners, helping us map the right ‘intent based’ audiences for our campaigns, from awareness to conversion. This not only delivered great engagement for our content, but also delivered spectacular returns on every dollar spent ” Shony Panjikaran, Director & Head of Marketing, SPE Films India.
Google India has now created a special case-study on this campaign (report attached).
Performance marketing today is blending people expertise with the latest technology to invest every penny righteously into marketing efforts. Spider-Man: Far From Home has proved that data and technology coupled with marketing experts avoid spends’ loss and catalysts unprecedented returns on spends. Through the digital campaign about 5 Lakh tickets were sold, and the film went on to become the most successful Spider-Man sequel in India, and in fact Sony Pictures Entertainment’s biggest film till date.
“ The ambition is to transform from a traditional entertainment company to a data-driven, audience-first company. Today, we’re making smarter decisions about the kind of creatives to be used, the right people to target, exactly where to target them and in the process significantly bringing down the marketing costs. Very soon, data analytics will help us with the kind of movies we need to make, understanding the ever changing tastes of the people we are making movies for, and the experiences we need to deliver.” Shony Panjikaran, Director & Head of Marketing, SPE Films 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.
