MAM
Vedanta launches ‘Creating Hapiness’ campaign
NEW DELHI: Vedanta, a global diversified resources group committed to sustainable development, has received two entries from Delhi for its ‘Creating happiness’ campaign.
In this interesting trend, Vedanta has tied-up with Ogilvy and Mather to select the best entry from a total of 38 film entries from 21 mass communication colleges. The popular entry is getting selected from public voting on YouTube and Facebook.
The first Delhi entry is from the Indian Institute of Mass Communications -‘Saksharta aur hum’ about female literacy. It has been made by Abhay, Sakhsi and Tarini who are students at the IIMC.
The other is ‘Madam ji’ by the 9.9 School of Convergence of Delhi and made by Ankita, Siddharth and Shruti. Shot in Rajasthan, this is the inspiring story of Meenakari artist and mother Aruna, who chose the noble path of educating the children in her village in hopes of a better future for them.
Through this campaign, Vedanta has bridged the gap between the two classes of haves and have-nots, in order to make an advertisement campaign which is not shot in a cozy film studio but on the burning deserts of Rajasthan, Odisha, North East and other nearby states.
The ad subtly suggests how Vedanta is striving to change lives across these remote villages by making them have access to basic necessities of living like, food and water, sanitation, education, etc.
The entries are judged in two categories, jury and popular. Piyush Pandey is heading the jury. The videos already have over 4,000 views and will be viral soon.
The ads will show why corporate India is suddenly looking at far flung villages to create a space in the average investor’s heart; how this can work beyond paper; is it just giving it back to the society or there is something more to the same, and the role social media is playing in such campaigns.
Vedanta is the world‘s largest integrated zinc lead producer and among the top producers of copper, iron ore, and silver.
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.
