MAM
Centuryply unveils “Sab Sahe Mast Rahe” campaign
MUMBAI: Centuryply has unveiled its new advertising campaign to communicate a new interpretation to the brand tag line ‘Sab Sahe Mast Rahe‘.
Bates Kolkata has ideated and conceptualised the campaign.
The campaign is based on a basic human insight that when people get angry, they lose control over themselves and unleash their anger on objects around. Mostly, it‘s doors, windows, wardrobes, tables and other pieces of wooden furniture that bear the brunt. It takes all the battering in its‘ stride and gives peace and tranquility in return. Hence, it is titled ‘Sab Sahe Mast Rahe‘.
It aims at redefining the brand image and increasing consumer involvement with the plywood category through Bates‘s proprietary ‘Changengage‘ tool. The campaign is targeted at upwardly mobile urban male in the age group of 35-45 years who is a homeowner and digital savvy, the company said.
Bates ECD Arjun Mukherjee said, “The pressure was on, tension ran high and everyone was looking for that killer idea. And then it happened. Anger got the better of the team and turned them into growling monsters. It was total mayhem! Everyone started taking it out on the tables, chairs, doors, windows and other furniture. Many kicks and punches later an idea was born!! A basic human emotion was used to demonstrate the immense strength of Centuryply. Finally the dust settled, the anger evaporated quickly and we had our campaign.”
The campaign is airing on News, GEC, infotainment and some select sports channels in the primetime slot. Besides TV, Centuryply has drawn a multi-media campaign plan to reach its TG by using media vehicles like OOH, Radio, Multiplex and Digital platforms.
The campaign will go on till March 2013. To ensure consumer engagement, BTL activities like multiplex, mall and trade activations have been planned.
The TVC has been shot in Poland by Vinod P Vijay of Lemon Yellow Sun Films.
The spot starts with a little boy munching chips. He sees an SUV crashing behind him and looks up to find a monstrous Gorilla growling angrily at him. The Gorilla then charges with full steam and kicks the door of the house without being able to make any impact. Dumbfounded, the Gorilla makes way for the roof of the house, breaks in and crashes on the dining table. Just like the door, the table too is unaffected. We now see the man of the house, scared out of his wits, escaping into the cupboard, followed by the angry Gorilla. The Gorilla hits the cupboard with all its might but in vain. Finally comes the moment of truth and through a reflection in the mirror we discover that it‘s actually the wife who was banging the cupboard door. She was angry on her husband who had forgotten their anniversary. Threatening him with dire consequences should he forget it ever again, they sit down over dinner to celebrate. Nemesis strikes our man yet again as he asks, “So how many years has it been?” The gorilla is back, madly thumping against the wooden dining table.
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.
