MAM
Leo Entertainment launches TVC for movie ‘Baghbaan’
MUMBAI: What better product to endorse a family film than a detergent! Leo Entertainment’s latest ad-‘venture’ for television, cashes on that exact sentiment.
After jumpstarting the multi-million marriage between a movie and a brand with Sanjay Gupta’s Kaante, the film marketing division of Leo Burnett India, has unleashed its latest major joint TV commercial for BR Chopra’s family entertainer Baghban brand positioning Proctor and Gamble’s detergent brand Tide.
A still from ‘Baghbaan’
Already on air on the major Hindi entertainment channels, the TVC is picturised on Holi song filmed in the movie. Based on the same unique format as the previous Tide ads, the Baghban ad takes a climax point of the clip and adds a unique twist, a whitening experience so to speak.
Speaking to Indiantelevision.com, Leo Entertainment Head Sanjay Bhutiani said, “Coincidently while we were on a look out for brands to endorse Baghban, our client P&G approached us. After studying the previous ads we decided to brainstorm on Baghban.”
Hema Malini in her spotless white
Apparently the creative was complete six months back, but Leo Entertainment managed to keep a lid on the television ad created. While the previous joint TV commercials have been launched pre movie release, Bagban-Tide ad was scheduled for the post launch period. “We were sure of the movie’s success and therefore we wanted the association to build up post the movie launch,” says Bhutiani.
The colourful Mr Big B
With the song ‘Hori Khelat Raghuvira’ from the movie, sung by Amitabh Bachchan, as the playback for the ad, the mood is set. The 44-second TVC shows the film’s leading lady Hema Malini looking gorgeous in her spotless bright white attire joining in the colourful festivity along side Amitabh Bachchan. At the moment when she is just about to be sprayed with colour a tide pouch zooms across the screen and the audience sees a her outfit is even more sparkling white, thanks to the “Tide touch”.
Whiter than the whitest white- Tide
“While we were planning the TVC, most of the movie had been completed except for the Holi scene. We then shot new scenes with Hema Malini and the troupe and merged it with scenes from the movie,” says Bhutiani.
Apart from having orchestrated this deal, Leo Entertainment is all geared to work on its next venture for Amitabh Bachchan’s new company AB Corp. Leo Entertainment will be developing brand strategies and advertising for all the forthcoming films produced by AB Corp. The first venture is Amitabh and Abhishek Bachachan starrer Ranveer. While the film is still in the scripting stage, Leo will be working on the promotional aspects as soon as the script is ready.
After the appreciation of the Darna Mana Hai promotions, Leo Entertainment will also be working on the promotions of the forthcoming movies from the Ram Gopal Varma banner. First in the pipeline is Ab Tak Chappan, which however, has no brand associations attached. Leo is in process of developing the advertising campaign for the film. Next venture is the mega project from Varma Corp – Ek. Rumored to be the most expensive Hindi movie ever made and reportedly budgeted at Rs 750 million, Ek is scheduled to launch next year. That apart, the company will be working on the promotional campaign for Varma Corp’s upcoming Ab Tak Chhappan. Next to follow is Gayab. Both films will release before Ek.
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.
