MAM
SRK turns brand ambassador for small businesses in Cadbury’s Diwali ad
MUMBAI: Mondelez India has brought back its Cadbury Celebrations initiative where it advertised not just for itself but also for thousands of small businesses across India through its ‘Not just a Cadbury ad’ campaign. Only, this time it got actor Shah Rukh Khan to be the brand ambassador for all the local shops.
Conceptualised by agency partners – Ogilvy India and Wavemaker, the second edition of the initiative is part of the ‘Iss Diwali Aap #KiseKhushKarenge?’ campaign. “2020 was a whirlwind of a year, followed by an unhurried 2021. The lockdowns proved to be an ambush, especially for small businesses. The launch of the ‘Iss Diwali Aap #KiseKhushKarenge’ campaign was our way of lending support to those local ventures, helping them build resilience,” said Mondelez India senior director – marketing Anil Viswanathan.
On the launch of the second edition of the campaign, he said, “We are thrilled to onboard the nation’s most beloved and talented actor, Shah Rukh Khan as the face of the current campaign. We have also partnered with Rephrase.ai who helped us leverage the might of AI, and help local business owners to light up their brands with a special personalized ad. Not only bringing their audiences closer but igniting interest amongst newer ones.”
The campaign was first launched in 2020 to promote local businesses across the country. The current edition takes it a step further – in addition to the brand films, the local retailers get to make a version of these ads for their stores, using the AI-Powered technology developed by Rephrase.ai. The first-of-its-kind initiative aims to support small businesses, by helping them create unique and scalable avenues of engagement with their consumers.
“We used the power of AI Tech to help numerous small store owners create their very own personalised ads. We hope that this initiative helps boost the sales of small store owners and makes their Diwali sweeter,” Ogilvy India chief creative officer, Sukesh Nayak said.
Built on the narrative of Kuch Accha Ho Jaaye, Kuch Meetha Ho Jaaye, the AI-powered hyper-personalised ads will feature more than 2000 grocery, retail, consumer electronics, home décor, clothing, furniture, and jewelry stores across the country, highlighted by pin codes across North, East & West Zones.
Wavemaker India’s chief client officer, and West head- Shekhar Banerjee further added, “Consumer and local store outlook is still subdued, and we felt it was relevant this year to continue to extend our support to local retailers. True to our philosophy of leveraging data and tech in crafting all consumer experiences, we have pushed ourselves to greater heights and more inclusivity. This year we’re also adding a way for local stores as well as consumers to create their personalized ads and promote themselves or to support their local retailers.”
The campaign will not only promote these 2000+ stores but also provide access to consumers and shopkeepers alike to make an ad for their favorite local store on notjustacadburyad.com, said the brand. The campaign will also be promoted through hyperlocal outdoor ads in different localities with a ticker that displays the names from a specific area.
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.
