MAM
Sony Sab lights up Ujjain’s sky with groundbreaking 3D holographic show
MUMBAI: When it comes to pushing creative boundaries, Sony Sab just took things to another dimension-literally. In a spectacular fusion of technology, mythology, and marketing, the channel transformed Ujjain’s night sky into an enormous, immersive 3D canvas to mark the launch of its epic new series, Veer Hanuman. This jaw-dropping holographic sky projection-the largest of its kind in India—was unveiled on Mahashivratri, delivering a larger-than-life spectacle that left audiences spellbound.
Harnessing cutting-edge scrim technology, Sony Sab projected breathtaking visuals of young Hanuman’s legendary journey onto a non-dimensional surface, creating the illusion of celestial storytelling floating in mid-air. As light, movement, and sound intertwined, the sky became a stage for an experience never seen before in Indian television marketing.
This industry-first activation showcases Sony Sab’s commitment to reimagining audience engagement. It wasn’t just a launch; it was a moment of devotion, technology, and entertainment converging in a way that redefines how audiences experience television content.
“As we launch Veer Hanuman, we’re drawing on India’s rich cultural heritage and harnessing cutting-edge technology by creating an immersive experience that will captivate audiences,” said Sony Sab head of marketing and communications Vaishali Sharma. “Our innovative approach with this breathtaking 3D holographic sky projection will break new ground, enabling us to connect with viewers in a fresh way. Ujjain served as the perfect backdrop to mesmerise audiences and set the tone for a show that will inspire and entertain millions.”
Sony Sab didn’t stop at the sky. The channel rolled out a multi-platform campaign, integrating television, social media, Youtube, and digital activations to bring behind-the-scenes moments, bite-sized content, and interactive experiences directly to audiences.
The highly anticipated Veer Hanuman, premiering 11 March, narrates the journey of Lord Hanuman, from an adventurous young boy to a revered deity symbolising devotion, bravery, and loyalty. Featuring Aan Tiwari, Sayli Salunke, Arav Chowdharry, and Mahir Pandhi, the show airs Monday to Saturday at 7:30 pm on Sony Sab.
With this pioneering holographic spectacle, Sony Sab has set a new benchmark for how television marketing can transcend screens and enter the realm of real-world, immersive storytelling.
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.
