MAM
SF Jeans launches its latest collection with 4 ad series campaign
MUMBAI: The new SF Jeans Autumn/Winter collection is out. Surrounding the collection the jean company has unleashed a 4-ad series, which revolves around the interpretation of life as a ‘game’, looking at the world through a pair of SF-tinted sunglasses.
Comprising of a total of 15 print ads and 69 hoardings in Mumbai, Delhi, Pune, Bangalore, Chennai, Hyderabad and cities of UP as well as the eastern and northeastern parts of the country, the campaign has been conceived by Bangalore based Fisheye Creative Solutions.
Shot entirely in vintage and rustic South Africa, in SF’s characteristic of irreverenence and off-beat style, a ‘diary’ is showcased as one’s lower back with a phone number tattooed on it. A ‘career’, apparently, isn’t about applying B-school principles, but applying suntan lotion on a bevy of scantily clad women. ‘Home’ is a suitcase, and dinner is best wound up with a delicious toe for ‘dessert’. The campaign has been shot by international fashion photographer, Tejal Patni.
The company states that this latest campaign is emblematic to SF previous campaigns. Irreverent, funny and experimentative, this campaign gets its audience looking at things in an original and a unique manner. The key products unveiled for this season double up as combat gear to confront monotony.
For instance, the new ‘tweed’ range is an almost impertinent blend of convention and rebellion and the ‘rust’ collection, patched with abrasions and tears is for the guys who insist on wearing tradition out day after day.
The colourful and multi-printed ‘Knits’ add that zing to the winter and the SF shirt – stylised, slim and full of swish, sets the style apart. All the cargo’s are designed with multi-pocketed and innovative line of cargos.
The daily gear apart, SF has also launched an extensive range of accessories that include socks, key chains, wallets, canvas belts, sling bags, rucksacks and caps as an offer as a part of the new collection.
“Our new campaign dons on an international image with models sporting SF clothing that speaks high fashion. Oodles of sex appeal in the campaigns have also been added to spruce up the whole look “,said SF Jeans brand head Ajay Ramachandran.
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.
