MAM
Liberty launches new ad campaign with Hrithik Roshan
MUMBAI: Liberty shoes has launched a new brand campaign with its brand ambassador Hrithik Roshan.
Titled ‘Fashion is Comfort’, Liberty has introduced the new TVC to its audience in the festive season and on occasion of Navratras.
The new campaign and identity aims to recreate the delightful hues of fashion and comfort connecting to the brand. ‘Fashion is Comfort’ is one of the key attributes of the new campaign – a fresh rendition of the brand philosophy associated with Roshan, while making it more contemporary.
The Page is the creative agency that has created the TVC.
The Page ED Anupam Bansal said “The new campaign emphasises fashion and comfort, the most appealing characteristics of Liberty Shoes. It rejoices spontaneity, vibrancy and free spiritedness of today’s youth. The campaign is yet another remarkable milestone in our journey of symbolizing shoes that are young, comfortable and colorful. It is our pleasure to be associated with Hrithik Roshan for the new advertisement. Hrithik’s proximity to perfection, his overall styling, the class, the sense of dressing, is truly the sign that characterize Liberty Shoes.”
“Sing it to me. Sing it loud. Let the toe begin to tap on its own. Show me the comfort of the shoes. Show me the variety. Choose I will. Because Fashion is comfort” – the new campaign encapsulates the youthful emotions. Set inside a top end retail store, the film is all fun and partying. Set to a pacy track, the action begins as the store is shut and the shoes light up to party with “energetic” music. Roshan starts the action by beginning to set a drum while mixing track with “youthful” lyrics. A range of formal shoes, Fortune and Force 10 are adorned by him in the campaign.
Brands
YES Bank hands the keys to SBI veteran Vinay Tonse as it bets on a new era
Former SBI managing director appointed as YES Bank’s new MD and CEO
MUMBAI: YES Bank is done rebuilding. Now it wants to grow. The private sector lender has appointed Vinay Muralidhar Tonse as managing director and chief executive officer-designate, with RBI approval secured and a start date of April 6, 2026 confirmed. The three-year term signals the bank’s intent to shift gears from crisis recovery to full-throttle expansion.
Tonse, 60, is no stranger to scale. Most recently managing director at State Bank of India, he oversaw a retail book of roughly $800bn in deposits and advances, one of the largest in the country. Before that, he ran SBI Mutual Fund from August 2020 to December 2022, a stint that saw assets under management surge from Rs 4.32 lakh crore to Rs 7.32 lakh crore across market cycles. Add stints in Singapore and four years leading SBI’s overseas operations in Osaka, and the incoming chief arrives with a genuinely global CV.
His academic grounding is equally solid: a commerce degree from St Joseph’s College of Commerce, Bengaluru, and a master’s in commerce from Bangalore University.
The appointment follows an extensive search and evaluation process by the bank’s Nomination and Remuneration Committee. NRC chairperson Nandita Gurjar said the committee unanimously backed Tonse, citing his leadership track record, governance credentials and ability to drive the bank’s next phase of transformation.
Non-executive chairman Rama Subramaniam Gandhi was unequivocal. “I am certain that Vinay Tonse, with his vast experience as a senior banker, will propel YES Bank to its next phase of growth,” Gandhi said, adding that the bank remains focused on strengthening its retail and corporate banking franchises and expanding its branch network.
Rajeev Kannan, non-executive director and senior executive at Sumitomo Mitsui Banking Corporation, the bank’s largest shareholder, said Tonse’s experience across retail, corporate banking, global markets and asset management positioned him well to lead the lender. SMBC said it looks forward to working with Tonse and the board as YES Bank pursues its ambition of becoming a top-tier private sector lender anchored in strong governance and sustainable growth.
Tonse succeeds Prashant Kumar, who took the helm in March 2020 when YES Bank was in freefall following a severe financial crisis, and spent six years painstakingly stabilising the institution, rebuilding governance and restoring operational scale. Gandhi was generous: “The bank remains indebted to Prashant Kumar, who is responsible for much of what a strong financial powerhouse YES Bank is today.”
Tonse, for his part, struck a purposeful note. “Together with the board and my colleagues, I remain deeply committed to creating long-term value for all our stakeholders,” he said, pledging to build on Kumar’s foundation guided by his personal motto: Make A Difference.
Beyond the balance sheet, Tonse played cricket at college and club level and represented Karnataka in archery at the national championships — sports he credits with teaching him teamwork, situational leadership, discipline and focus. In quieter moments, he reaches for retro Kannada music, classic Hindi songs, and the crooning of Engelbert Humperdinck, Mukesh and Kishore Kumar.
YES Bank has its steady-handed rebuilder in Kumar to thank for survival. Now it has a scale-obsessed growth banker at the wheel. The next chapter starts April 6.
