Brands
“The research that we conducted is really all about brand purpose”: BBDO’s Hans Lopez Vito
Mumbai: BBDO, the global marketing and communications agency synonymous for its work on many of the world’s most famous brands, hosted an exclusive client event at the Glocal Junction in Worli on 26 September 2023.
The event marked the unveiling of key insights from the latest study on brand purpose in Asia, which was carried out under the agency’s BBDO Voices insights program by BBDO Asia. The study explores the relevance and impact of using brand purpose as an approach to brand positioning and uncovers important by-country nuances that marketers in the region need to navigate to build their brands successfully across markets in the region.
BBDO Voices, now celebrating its 13th year, has provided valuable insights and thought leadership to brand marketers, planners, and creatives in China. This latest study marks the expansion of the program’s coverage to also include other key Asian markets such as South Korea, Japan, Thailand, the Philippines, and India.
Indiantelevision.com on the sidelines of the launch of BBDO Voices, caught up with BBDO Asia COO Hans Lopez Vito, where he gave some vital information about the survey, the need to conduct it and more…
Edited excerpts
On giving an overall brief of the survey and the reason to conduct
The research that we conducted is really all about brand purpose and trying to explore purpose from a purely Asian standpoint, because a lot of the research that’s been done on the topic of brand purpose has been carried out mostly in the context of Europe, UK, North America. Not a lot has been done talking to consumers across Asia about what their attitudes are towards purpose. What we’ve seen here, number one purpose is quite compelling in Asia, more compelling in other markets than in some, especially in the developing parts of Asia where consumers feel they can only look to brands to help on many issues in life, where governments at times are falling short. The only source of allyship that they have, whether it’s about women empowerment, or democratising access to products or environmental sustainability, they look to brands.
On the roadmap of conducting surveys like this
We’ve decided, as an agency early on, that we need to understand consumers and we need to provide a new perspective of understanding our clients. So we decided early on to invest a significant amount of our own resources to research consumers and to get data. A lot of it is wonderful quantitative research, going out there with research partners, suppliers, to survey consumers on online studies, which would supplement of course with a lot of in depth interviews in the different markets.
On expecting any changes of the issues mentioned in the survey
I expect more national brand nationalism in certain countries in Asia. I expect that to grow because we’re living in interesting times where the world order is being revisited. There are emerging economies and emerging countries and cultures that are vying for influence and brands are also therefore an instrument of writing that’s expressed. People become more proud of their national identity and their culture.
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.
