MAM
WPP OpenDoor brews a digital storm with Panchayat’s Butkun ki Dukaan on Instamart
MUMBAI: What do you get when you mix a cult web series, a fictional tea shop, and 35 million snack-loving shoppers? A digital innovation that hits right in the feels—and taste buds.
Prime Video’s Panchayat is back with Season 4, and WPP OpenDoor has pulled off a stunt that’s as grounded as Phulera and as disruptive as Kranti Devi’s election agenda. In a first-of-its-kind move, Butkun ki Dukaan—the iconic pitstop for chai, samosas, and village gossip—has been brought to life as a shoppable digital experience on Swiggy Instamart.
From 26 June to 3 July, between 4 PM and 7 PM, Instamart users across India have been greeted with a curated snack corner inspired by the show’s desi flavour. Think local favourites, cheeky flyers teasing the Manju vs Kranti election drama, and an app interface that transports you straight into the dusty lanes of Phulera.
With Panchayat holding strong in IMDb’s Global Top 250 and India’s Top 50 Most Popular Web Series, WPP OpenDoor’s campaign cleverly extends the IP beyond the screen—into homes, phones, and tiffin boxes.
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.
