MAM
Amazfit’s #WorkForDoctors campaign from #ARMWorldwide garnered over 6M views
MUMBAI: With the rise of the Global Pandemic of COVID19, there is an extreme shortage, surge pricing, and public hoarding of the N95 Masks and other medical necessities. Looking at the gravity of the situation, #ARM Worldwide, along with Huami Amazfit and PR Innovations, came to the forefront and launched a digital campaign called #WorkForDoctors in March.
The main objective of this campaign is to step up and reach out to the frontline heroes – the doctors, medical staff and government authorities who are facing a significant lack of medical & hygiene necessities at such a crucial time by providing them N95 masks and PPE kits to fight this ongoing pandemic.
#ARMWorldwide crafted an integrated campaign #WorkForDoctors & launched two digital films focused on the key communication of requesting people “To Not just work from home but work for doctors.” The campaign was backed by 24*7 support team working on queries from WhatsApp helpline, social media & website www.workfordoctors.in.
This Campaign moved beyond social media and received support from IndiaPost to send supplies to doctors from all over India, including big government hospitals, private clinics and the Indian Army.
Honourable Minister of Communication and IT, Ravi Shankar Prasad also expressed in this tweet,
“Delighted to see how @IndiaPostOffice is catering to the needs of our citizens in one of the most difficult times for humanity. When the going gets tough the tough get going.” Source: https://twitter.com/rsprasad/status/1249238964331937795
#WorkForDoctors campaign intrigued the audience and garnered 6M views across platforms. (Facebook, Instagram, Twitter). The campaign successfully served 15000 doctors on duty from more than 160 hospitals and stood true to its motto, “Don’t just work from home, #WorkForDoctors” with an overall content reach of 125M.
“What started as an empathetic digital campaign impacted thousands of doctors. We observed the power of social media while bringing togetherness during these hard times. Not only normal people from twitter but government officials and doctors also helped us in spreading the core message.” said Honey Singh, Co-Founder, #ARM Worldwide, CEO – PR and content marketing.
Mark Mao, Vice President of Overseas Business, Huami, further added, “We are glad to see great engagement on social media around the on-going campaign. We strive to contribute towards the noble cause with the same spirit and hope that India comes out strong over this pandemic.”
Additionally, the brand also reached out over 150 fitness, fashion & Lifestyle Influencers to drive awareness and spread the cause far and wide. Last year, in March 2019, #ARMWorldwide also executed #AmazfitChallenge, one of the first TiKTik Challenge in India having more than 8 Billion views to target Tier 2-3 cities https://www.tiktok.com/tag/amazfitchallenge
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.
