MAM
Emami launches HE face wash campaign conceptualised by WATConsult
MUMBAI: Emami, along with WATConsult, India’s leading and most-awarded digital and social media agency, part of Dentsu Aegis Network, has launched a digital campaign, #HEOntheGo for its latest product, HE Face Wash.
To create intrigue amongst its target audience, HE released a teaser video “The Flying Basin” early this month. The video promoted the idea of the possibility of cleansing one’s face while ‘on the go’. The video showed people booking flying basins through an app to wash their face whenever water was not easily available to them.
The video generated intrigue and interest among consumers and received 2.4 million views and 4300+ shares within first four days of it going live. The video made the consumers wonder whether such a concept could be a reality.
The ‘flying basin’ campaign was followed by the launch of, ‘HE On The Go’ waterless face wash, through an innovative on ground event featuring India’s first waterless booth in Mumbai where people could wash their face on the go. The booth was integrated with Twitter wherein once consumers pressed the button to dispense the Face Wash, an automated tweet was sent from the brand’s handle stating the number of users who have washed their faces using ZERO water. This activity was encapsulated in a video where consumers shared their feedback on the product.
HE Face wash is the first of its kind waterless face wash, it contains aloe vera and minerals from marine extracts and can be used when one is on-the-go, to get cleaner, fresher and brighter skin.
Emami director Harsh V Agarwal said “We are very excited with the introduction of ‘HE On The Go’ Waterless Face Wash, a first in India, from our male grooming brand ‘HE’. We are confident that today’s alpha male, who is constantly on the move, will find this innovative face wash extremely convenient and refreshing. The product has all the attributes to become a constant companion to every Indian man.”
WATConsult founder and CEO Rajiv Dingra said, “For the launch of the first waterless face wash, we decided to use technology like drones in the video as well as a twitter integration for the on ground launch. The response from the consumers has been encouraging and I am sure that they will use the face wash while on the go.”
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.
