MAM
71% of IPL viewers get influenced by ads with Bollywood celebs: iCubesWire survey
Mumbai: With Indian Premier League (IPL) fever spreading across India and marketers promoting the event as one of the biggest advertising ecosystem in the country, a whopping 71 per cent of the respondents surveyed said their buying decisions get influenced if there is a Bollywood celebrity in streaming ads. Digital marketing agency iCubesWire conducted a IPL marketing and advertising survey among 1,000 respondents from mid-March to mid-April.
The survey further indicates that a significant 74 per cent of the respondents agreed that their buying decisions from IPL streaming ads get influenced by such ads that are targeted towards children or liked by younger age segment.
“IPL is one of the biggest sporting event on the planet and lot of advertising money is spent on its broadcasting by brands to reach out to their target group,” iCubesWire CEO Sahil Chopra. “This survey has clearly indicated that brands are still banking on Bollywood celebrities to deliver their message to end users, a trend which we believe will continue to stay with many OTT celebrities also joining the fray.”
As the country in the last few years has also been witnessing a major push towards getting back to Indian roots, 73 per cent of the respondents said they prefer watching ads that show Indian culture or legacy.
Not surprisingly, Covid-19 pandemic has changed the way we buy products and services with healthcare becoming the top concern for everyone. The healthcare sector including health insurance advertisements during IPL streaming has led to 78 per cent of the surveyed respondents to invest on their physical fitness and health.
Other key findings are:
· IPL survey says that 80 per cent of fans enjoy interaction over chat apps during live streaming.
· Nearly 64 per cent people of the poll takers like to watch IPL matches on TV. On the other hand, 32 per cent of the people like to watch IPL matches on their mobile phones, a number that has been consistently growing over the last few years.
· In terms of language, respondents preferred to watch ads in both English and Hindi equally at 47 per cent.
· Fantasy cricket leagues have been gaining traction as one of the leading advertisers on IPL, and 69 per cent of the respondents agreed that they participate in such gaming leagues.
· As fast internet has reached to almost all corners of India, 80 per cent of the respondents said they participate in community viewing virtually and chat with friends and relatives on the streaming apps.
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.
