MAM
Culture is the canvas: Virtue Worldwide’s artistry in branding
Mumbai: Virtue Worldwide, powered by the VICE media group, functions as a creative agency dedicated to constructing brands that emerge from within cultural contexts.
With a track record of delivering expertise, This agency assists brands in discovering an authentic voice situated at the heart of contemporary culture.
Through collaborative endeavors, This agency has partnered with renowned brands such as Coca-Cola, HBO, Logitech, P&G, General Mills, Johnnie Walker, Black Dog, Fastrack perfumes, Black & White, Puma, H&M, Volkswagen, McDonald’s, eToro, Red Bull, and Beats, aiming to amplify their narratives and create a lasting impact.
Indiantelevision.com in conversation with Virtue Worldwide creative head APAC Hayden Scott
Hayden boasts a 15-year career in advertising, excelling at agencies like Ogilvy and DDB. Known for revitalising brands, he reinvented Raymond and championed causes like girl-child education. Leading Virtue India’s creative team, he leverages cultural insights for brand success. Beyond work, he mentors at Miami Ad School, sketches urban architecture, and produces music. Hayden’s outstanding contributions garnered 75 awards, including D&AD, Cannes, and Effies. Recognised in the “Top 40 under 40 in marketing and advertising,” he earned the Copywriter of the Year award.
On Virtue Worldwide differentiating itself in the competitive landscape of creative agencies
Virtue is a creative agency that builds brands from inside culture. With a history of delivering expertise, we help brands find an authentic voice at the epicentre of culture. Our expertise encompasses brand strategy, creative storytelling, content creation, digital marketing, social media management, influencer marketing, experiential activations, and more. We believe in finding a unique voice for each brand and leveraging it to connect deeply with audiences. Through our integrated approach, we craft narratives, execute campaigns, and deliver measurable results that drive brand growth and cultural impact.
On Virtue Worldwide’s borderless approach contributing to its ability to assemble bespoke teams tailored to individual client needs
Our borderless approach at Virtue Worldwide allows us to assemble bespoke teams tailored to individual client needs by drawing on the diverse talents and perspectives of our team members in 17 cities across 13 countries. This global presence contributes to our unique cultural insights and expertise.
On Virtue Worldwide staying attuned to cultural trends and shifts to remain effective in building brands within evolving cultural contexts
At Virtue Worldwide, we’re deeply committed to staying in sync with cultural shifts and trends. Being a part of the larger Vice Media Group, we invest in our own cultural research, gaining insights, and having a continuous learning mindset.
Our proactive approach involves active participation in professional development, frequent attendance at industry conferences, workshops, and seminars. This ensures that we remain updated on emerging trends and evolving consumer behaviors.
On Virtue Worldwide balancing the need for creativity and innovation with the practical considerations of brand building in the modern marketplace
We do this by combining our industry-leading expertise with a passion for innovation. We embrace emerging technologies and digital platforms to enhance our creative capabilities while keeping a keen eye on the practical aspects of brand building.
On Virtue Worldwide envisioning its role and contributions to the advertising and brand-building industry in the future
We live in a world where users can choose to skip ads so for brands to remain visible, they need to find a role inside culture. Virtue Worldwide envisions playing a pivotal role in the advertising and brand-building industry in the future, filled with opportunities and transformative experiences by delving into insider marketing and building brands from within culture and integrating it with storytelling and innovations in technology.
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.
