MAM
Wunderman Thompson South Asia wins creative mandate for Asia India
MUMBAI: Following a hotly contested multi-agency pitch in 2019, Wunderman Thompson South Asia has won the creative mandate for AirAsia. The agency will be supporting brand strategy and shaping the communications narrative in India for the world’s best low-cost airline, taking care of above the line (ATL) and digital creative mandates.
AirAsia India chief marketing officer Siddhartha Butalia says, “It’s a pleasure to have Wunderman Thompson on board at this pivotal juncture. As a distinctive brand with a differentiated proposition in a category fraught with commoditization, AirAsia is well poised to make the most of the phenomenal potential in the sector. Wunderman Thompson approached the opportunity with strong strategic insights and compelling creative ideas that bring the emotion and inspiration back to travel. We’re looking forward to partnering with them to drive consideration and relevance across the customer journey, take off to even greater heights and explore new territories.”
Wunderman Thompson, Bengaluru senior vice president and managing partner Kundan Joshee says, “AirAsia has a unique value proposition and a distinct challenger brand spirit that makes it such a powerful brand. With the airline and travel industry all set for rejig, there couldn’t be a better time to leverage the strengths of the brand. Our job is to partner with AirAsia and bring alive its philosophy of service, efficiency and innovation. In today’s times it’s essential for a brand to have multiple conversations with people across touchpoints and this gives us the opportunity to do new age work and drive interesting conversations around the brand.”
Wunderman Thompson, Bengaluru national creative director Priya Shivakumar says, “The aviation industry is at the cusp of reinventing itself. Communication can play a big role in creating the first among equals advantage for a brand and we are eager to partner AirAsia in a take-off that builds on its impressive lineage. It is a huge opportunity to push the envelope on ideas in a category that is as exciting as it is challenging.”
AirAsia India is a joint venture between Tata Sons Private Limited & AirAsia Investment Limited. AirAsia India commenced operations on 12 June 2014 with Bengaluru as its primary hub. Their agenda is to drive salience across markets with customised content and clutter-breaking communication that inspires diverse audiences with their brand promise and aspirational journey ahead.
Wunderman Thompson understood AirAsia India’s strategic and brand objectives and will be working on developing the brand’s strong and sustainable positioning that will cut across geographies, demographics and mindsets and deliver differentiated content with incisive insights.
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.
