MAM
Tops unleashes ‘Foodies Ka Choice’ campaign with Kareena Kapoor
New TVC spotlights bold flavours for modern food lovers, launched 18 February 2026 as AWL-backed push.
MUMBAI: Tops is dishing out a campaign so flavour-packed it could make even the pickiest eater say, “That’s the one!” GD Foods Mfg. (I) Pvt. Ltd., the force behind the Tops brand of sauces, pickles, and condiments, now backed by AWL Agri Business Ltd. unveiled its latest television commercial on 18 February 2026 as the kick-off to the ‘Foodies Ka Choice’ campaign. Starring brand ambassador Kareena Kapoor, the TVC dives into everyday foodie moments that hit home for home cooks, snackers, and flavour chasers who refuse to skimp on taste.
The spot builds on the insight that real food enthusiasts put flavour first no compromises, just bold, authentic hits across cooking and snacking. It positions Tops as the everyday sidekick for everything from quick bites to creative kitchen experiments, sharpening its appeal among younger, urban households where food doubles as comfort, creativity, and self-expression.
AWL Agri Business Ltd. COO of the sauces and condiments business Arvind Kumar Sharma said, “Tops has always enjoyed a strong presence in Indian kitchens. With this campaign, we are elevating that connection emotionally, positioning it as an enabler of evolving food habits. Our diverse portfolio caters to everyday-cooking as well as indulgent snacking. Kareena Kapoor’s presence amplifies this narrative by embodying confidence, modernity and the spirit of today’s foodies.”
Kareena Kapoor herself chimed in, “I am a complete foodie at heart! And if there’s one thing food lovers agree on, it’s that taste comes first. What I love about Tops is that it celebrates people who truly care about taste. ‘Foodies Ka Choice’ isn’t just a campaign, it’s a reminder that when it comes to flavour, we shouldn’t settle for anything less than the best.”
This marks one of the first big marketing moves since AWL Agri Business stepped in as strategic partner for GD Foods, blending AWL’s distribution muscle and scale with Tops’ long-standing rep for innovation and trust. The brand’s lineup pickles, tomato ketchup, culinary sauces, speciality sauces, and instant mixes gets a fresh spotlight to boost salience across segments.
A full 360-degree rollout follows, TV, cinema, digital, social media, OTT, radio, and digital audio to blanket urban and emerging markets. Whether you’re whipping up dinner or raiding the fridge at midnight, this campaign’s betting you’ll reach for Tops when taste is non-negotiable. In a world of bland options, it’s serving up a reminder, good food deserves the best backup.
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.
