MAM
#SwagStepChallenge: Pepsi Co India creates a new global record on TikTok
MUMBAI: Pepsi Co India introduced a new spin on its Swag Step Challenge with the super hit movie franchise Dabangg 3 creating a new global record on short-video platform TikTok.
According to a press statement, the challenge is one of the first motion-triggered challenge created by a brand on the TikTok platform in India. It broke all records on the app and saw over 5.4 billion views and over 1 lakh users’ generated videos over a four-day period.
A PepsiCo India spokesperson said, “We are very excited with the response to the Swag Step challenge. The immense love shown by consumers has helped the challenge set new benchmarks on the app and break the world record on consumer engagement.”
The spokesperson further added, “The Dabangg edition of the Swag Step challenge received over 1 lakh video uploads, while the Swag Step Challenge series started earlier this year has around 30 billion views overall.”
Currently, the cumulative number of views generated across the #SwagStepChallenge series stands at around 30 billion.
Meanwhile, TikTok director of sales and partnerships Sachin Sharma said, “PepsiCo is one of the first few organisations/partners, who leveraged our advertising solutions. We began our association with the Swag Step series on Pepsi that has been one of our most successful campaigns in India.”
“The current Dabangg Challenge with our cutting-edge motion triggered brand effects technology has broken records and is topping the popularity charts on our platform," said Sharma.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI:Â 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.
