MAM
Thums Up serves a toofani twist as SRK and Jagapathi dig into biryani
MUMBAI: When Shah Rukh Khan and Jagapathi Babu lock horns, you expect fireworks this time, the spark came from a plate of biryani and a bottle of Thums Up. Thums Up, Coca-cola India’s billion-dollar blockbuster, has dropped its latest campaign, “Biryani Ek Nahi, Do Haath Se Khaate Hai”, directed by Karthik Subbaraj and fronted by Bollywood royalty SRK alongside Telugu powerhouse Jagapathi Babu. The TVC starts with a tense face-off that quickly dissolves into a toofani moment once biryani and the fizzy cola arrive, elevating the meal into a cultural ritual.
Over the last three years, Thums Up has steadily claimed biryani as its gastronomic soulmate turning what was once an instinctive pairing into what the brand calls a “social currency.” From the Toofani Biryani Hunt in 2023 to today’s cinematic campaign, the message has stayed consistent: biryani isn’t meant to be rushed. Keep aside the spoon, silence the phone, and savour every grain with one hand on the biryani and the other wrapped around a chilled Thums Up.
With SRK quipping about the endless Hyderabadi vs Lucknowi vs Kolkata biryani debates (“but what’s undisputed is the way we enjoy it”), and Jagapathi Babu emphasising biryani as a tradition best enjoyed slow, the campaign doubles down on indulgence over interruption. Backed by Coca-cola India’s integrated roll-out across TV, digital, social and on-ground activations, the campaign will also hand fans exclusive biryani vouchers, extending the ritual from screen to plate.
As Coca-Cola category head India and Southwest Asia for sparkling flavours Sumeli Chatterjee puts it, Thums Up isn’t just adding fizz to biryani; it’s turning the meal into a “moment people want to share, repeat and make their own.” And with star power, spice, and a thunderous taste, the toofani pairing looks set to remain India’s most flavourful ritual.
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.
