MAM
Asian Paints launches Apcolite All Protek emulsion with whimsical TVC ‘Bhaag Daag Bhaag
Mumbai: Asian Paints is all set to revolutionise home interiors with its latest offering, Apcolite All Protek emulsion, which promises to keep your walls spotless and beautiful. The company has launched an enchanting and imaginative TV commercial under its campaign “Bhaag Daag Bhaag,” to showcase the exceptional stain-repellent properties of this innovative emulsion.
Conceptualised by McCann Worldgroup, the commercial opens with a heartwarming scene in a Kerala home. A young girl and her brother are seen making art out of breadcrumbs and ketchup, sitting at their dining table. The brother welcomes the idea of adding an elephant artwork to the Nettipattam decoration on the wall, to which the sister excitedly agrees. They move along, and what follows is pure magic – as the ketchup touches the wall, a hand and foot-like protrusion comes from within the wall in repellence, leaving it spotless! The children are left amazed.
The creative duo then tests the paint’s prowess with various staining materials like mustard sauce and chocolate sauce, only to witness the same as they had before – the stains are repelled by the wall. The TVC cleverly emphasizes how Apcolite All Protek emulsion turns your worries into beautiful opportunities by keeping your walls pristine. Adding a playful twist to the TVC, the father joins the children’s creative adventure, offering himself as a canvas for their well-intentioned endeavour.
This delightful ad film effectively showcases the exceptional Lotus Effect Technology of Apcolite All Protek emulsion paint. This technology is the secret behind how the paint on the walls effectively repels stains. It prevents stains from sticking to walls, keeping them clean and looking fresh.
The TVC also features a catchy refrain, ‘Bhaag Daag Bhaag’, that accentuates the remarkable stain-repellent qualities of Apcolite All Protek, creating a memorable and engaging narrative.
Speaking on the new TVC, Asian Paints Ltd. MD & CEO Amit Syngle said, “Apcolite All Protek is more than just paint; it’s an innovation that embodies Asian Paints’ commitment to enriching lives. Its revolutionary Lotus Effect Technology not only safeguards walls from stains but enhances overall quality of life. The remarkable stain-repellent capabilities empower consumers to live freely and comfortably in their homes without worrying about stains compromising their beauty. All Protek mirrors our dedication to simplifying lives, enriching living spaces, and nurturing carefree, childlike creativity.”
McCann India executive director & head of creative Ashish Chakravarty said, “We needed something that establishes a unique and ownable audio-visual device to demonstrate how the Lotus Effect works, but without losing out on emotions. So, for this, along with a fun refrain (Bhaag Daag Bhaag) and the visual effect on the wall, we also developed the character of the father, who lets the children draw an elephant on his T-shirt when he sees that they are unable to draw it on the wall. All this gives more power to the overarching narrative of keeping room for mischief at home, liberates the consumer from the fear of messing up the walls, and makes the commercial more than just a demo. The plot, the story, the music, and the storytelling use local Kerala nuances and insights to drive home the point even more strongly.”
Asian Paints has a longstanding tradition of delivering high-quality products and innovations, and Apcolite All Protek is no exception. With ‘Bhaag Daag Bhaag,’ Asian Paints encourages homeowners to focus on the beautiful aspects of life and creativity while leaving the worry of stains and dirt to Apcolite All Protek.
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.
