MAM
Taproot creates new TVC for Fox Movies Premium
MUMBAI: For an Indian ad agency, this can be a moment of pride. Taproot has created a new television campaign for Fox Movies Premium, the rebranded channel which is not available in India.
The campaign aims at communicating that Fox Channel offers a wide range of foreign movies with regional languages.
Fox Movies Premium is an Asian movie channel owned by Fox International Channels. On 1 January, Star Movies was rebranded as Fox Movies Premium and available in Hong Kong and selected Southeast Asian countries.
In India, China, Vietnam, Middle East, Taiwan and the Philippines, the Star Movies brand will remain. It is available in Singapore, Hong Kong, Malaysia, Indonesia, Mongolia, Papua New Guinea, Philippines, Fiji and Thailand.
Shot in Bangkok, the ad film is targeted at the Thai market.
Taproot India chief creative officer and co-founder Santosh Padhi, “The brief was very simple to communicate that Fox Channel now offers subtitle free movies, so the product promise is generic, the challenge was how to say it in a way that one Fox Channel is on the top of the mind, we thought whatever we say it has to me entertaining in the first place, which is why one watches the movies, hence a humor approach, Since it’s targeted for Thai audience, so the second challenge was not just humor, but very distinctive humor as they are known for their mad humors, we decided to highlight the problem, the whole idea of the campaign or creative device is based on a simple behaviour of the a person who watches movies with subtitles
Taproot India managing partner Manan Mehta added, “English language channels had struck a chord with the audience in non English speaking markets due to subtitling. Of course the next sphere of offering was the regional feed. This allowed the English channels to be relevant and come more closer to their audience. Thus, this campaign was conceptualised with the brief of making the audience aware that Fox Channel is available in South East Asia in regional language.”
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.
