MAM
Eveready’s latest TVC showcases its emergency LED bulb ‘INSTACHARGE’
Mumbai: Eveready Industries India Ltd (EIIL), the renowned leader in innovative lighting solutions, launched its latest TVC, ‘Kya Baat Hai’, over the weekend, featuring the groundbreaking product, the Eveready Emergency LED bulb, INSTACHARGE. Emphasising the product’s exceptional capabilities, the TVC was launched across Television, Print, and Digital mediums in over six languages. Conceptualized and crafted by Brand David for Eveready, the TVC aims to showcase the product’s instant charge technology, highlighting its significance in everyday life.
The TVC opens with a young man who has just returned home from a tiring day, requesting his wife for tea. Upon receiving the tea instantly, the man astonishingly compliments her speediness, exclaiming ‘Kya Baat Hai’. The wife then claims to have purchased India’s fastest charger to which the husband again asserts ‘Kya Baat Hai’. The husband asks her to charge his phone battery but just then there’s a power failure. The film demonstrates the value of INSTACHARGE, the Emergency LED bulb, in everyday scenarios where the bulb’s smart features ensure uninterrupted illumination and a sense of security to its consumers during power failures, consolidating its position as a category leader.
Lighting & Electricals senior vice president & business unit head Mohit Sharma said, “In the realm of Lighting and Electricals, Eveready stands proud as a category leader. Our commitment to illuminating lives is exemplified through our revolutionary Emergency LED bulb, ‘INSTACHARGE’, a beacon of hope during uncertain times. The Eveready INSTACHARGE Emergency LED bulb represents a significant milestone in our commitment to innovation and customer-centricity while being committed to sustainability and energy conservation. The TVC beautifully captures the essence of our product’s groundbreaking features and how it seamlessly integrates into our customers’ lives, ensuring their safety and well-being during unforeseen circumstances. The new TVC enables us to further create growth and awareness for this category.”
Lighting & Electricals Senior Manager-Marketing and Communications Prashant Shukla further added, “At Eveready Lighting, we believe that everyone deserves access to cutting-edge technology that enhances their daily lives, and the INSTACHARGE Emergency LED Bulb embodies that vision. Our new TVC, ‘Kya Baat Hai’ integrates efficiency, reliability, and safety, revolutionizing our customers’ lighting experience. The campaign is reflective of what our products actually stand for – quality and innovation. The brand film’s interesting take on the need for an instant source of light during power failures will definitely strike the right chord and build recall. With ‘Kya Baat Hai’, we are confident of strengthening the brand’s position in the market as well as our relationship with our target audience.”
A spokesperson from Brand David, said, “At Brand David, we take immense pride in creating impactful narratives that resonate with audiences. Our collaboration with Eveready to bring the ‘Kya Baat Hai’ TVC to life has been nothing short of electrifying. The TVC brilliantly captures the essence of Eveready’s INSTACHARGE Emergency LED bulb, ensuring uninterrupted illumination and a sense of security during power failures. We believe that through creativity and innovation, we can truly make a difference, and ‘Kya Baat Hai’ exemplifies our dedication to lighting up the country, one bulb at a time.”
Designed to revolutionise emergency lighting, the Eveready INSTACHARGE is a state-of-the-art LED bulb equipped with cutting-edge instant charge technology that combines energy efficiency with advanced emergency features, ensuring the utmost safety and convenience for consumers during power outages. When connected to the power source, the bulb charges itself and remains ready for use during unexpected power cuts.
The newly launched campaign is currently live in Hindi, Bengali, Marathi, Tamil, Malayalam, and Kannada across television, print, and digital plat
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.
