MAM
Asian Paints brushes off worries with a campaign that’s a stroke of genius
MUMBAI: When it comes to painting their dream homes, Indian homeowners often find themselves in a tight spot juggling budgets while hoping for quality that lasts. Asian Paints is stepping in with a game-changing proposition through its latest campaign, Budget Kam, Warranty Mein Dum, spotlighting its ace exterior emulsion and tractor emulsion. These paints don’t just coat walls, they promise long-lasting beauty and durability, backed by a four-year warranty.
Conceptualised by Ogilvy Mumbai and directed by Shayak Roy, the campaign brings a light-hearted, humorous take on consumer confidence. The TVC follows homeowners who repeatedly bet on their walls’ resilience and win every time, proving that with Asian Paints, there’s no need for compromise. The film cleverly underlines the brand’s core promise high-quality, long-lasting finishes at a pocket-friendly price.
Commenting on the launch, Asian Paints MD and CEO Amit Syngle said, “At Asian Paints, we are committed to making quality offerings and innovation accessible to every homeowner. With Ace Exterior Emulsion and Tractor Emulsion, we have been delivering best in class performance, durability, and aesthetics all at a price that fits the consumer’s budget. This campaign reinforces our belief that homeowners should never have to compromise between affordability and excellence and reflects our ongoing effort to lead the market by anticipating and addressing evolving consumer needs. This value-offering has an unbeatable four-year warranty that fortifies our promise of unmatched quality to the end consumers”
Ogilvy India chief creative officer Sukesh Nayak added, “Consumers often assume that budget-friendly paints may not offer long-term durability. However, Asian Paints Ace and Tractor Emulsions break this misconception by delivering a cost-effective yet superior finish with a warranty that assures reliability. Our campaign creatively highlights this proposition in an engaging and relatable way.”
With these propositions, Asian Paints further strengthens its leadership position in the category. Ace and Tractor Emulsions are trusted by homeowners for consistently delivering beautiful, durable finishes for both interior and exterior walls, setting highest standards for value and reliability. Designed to protect and enhance every home, they offer the perfect blend of affordability, performance, and aesthetic appeal, making them a preferred choice for value-conscious consumers.
With ace and tractor emulsions, Asian Paints continues to lead the market with its unbeatable blend of affordability and quality. Designed for both interiors and exteriors, these emulsions offer a superior finish, weather resistance, and long-term reliability.
As homeowners look for cost-effective yet high-quality solutions, Asian Paints ensures they no longer have to choose between budget and brilliance because with this campaign, it’s clear that every home deserves the best, without breaking the bank.
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.
