MAM
Columbia Pacific Communities awards digital mandate to Buffalo Soldiers
Mumbai: Buffalo Soldiers, celebrated as the ‘Rising Maverick Agency of 2023′, announced its latest client acquisition – Columbia Pacific Communities, a senior living community operator. This partnership symbolizes a new chapter in digital engagement for senior living, with Buffalo Soldiers managing Columbia Pacific Communities’ social media, online reputation, and crafting innovative campaigns throughout the year. This collaboration aligns with Columbia Pacific Communities’ commitment to providing exceptional care and experiences for seniors, enabling them to enjoy their golden years to the fullest.
“This partnership with Buffalo Soldiers is a step towards enhancing our digital engagement, reaching out to more seniors and their families, and creating awareness about the enriching lifestyle we offer,” said Columbia Pacific Communities Sr VP – sales and marketing Sanjay Vishwanathan. “Partnering with Buffalo Soldiers allows us to create this engagement in new and meaningful ways. We’re excited to see how this partnership will enrich our communication and storytelling,” Sanjay Vishwanathan added.
Columbia Pacific Communities stands at the forefront of senior living in India, offering a blend of comfort, community, and care. Their decision to partner with Buffalo Soldiers reflects a commitment to innovation and excellence in their digital presence. Buffalo Soldiers co-founder & CEO Sumon K Chakrabarti expressed his enthusiasm, “We’re honored to partner with Columbia Pacific Communities. Our goal is to create digital narratives that resonate with the vibrant lives of seniors. This is a unique opportunity to redefine how senior living communities engage online.” “CPC offers us a chance to delve into a sector that’s close to our hearts. Seniors have rich stories and experiences, and our aim is to bring these stories to life digitally, connecting them with a broader audience,” Chakrabarti added.
Buffalo Soldiers’ expertise in digital creativity is set to bring a fresh perspective to the senior living sector, highlighting the vibrant and fulfilling lifestyle that Columbia Pacific Communities provides.
This partnership is not just about marketing; it’s about creating a community and a sense of belonging online. Buffalo Soldiers plans to use its expertise to develop content that celebrates the spirit of senior living, fostering a sense of connection and engagement among the residents and their families.
Through innovative digital campaigns, Buffalo Soldiers aims to highlight the unique aspects of Columbia Pacific Communities, showcasing the vibrant lifestyle and comprehensive care they offer. This synergy is expected to not only elevate the brand’s presence but also contribute significantly to the conversation around senior living in India.
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.
