Brands
Fastrack launches actor Vijay Devarakonda as brand ambassador for its new brand campaign
Mumbai: India’s iconic watch and accessories brand Fastrack has yet again tapped the pulse of the youth with its new brand campaign ‘Be Both’. The campaign celebrates the youth’s effortless straddling of contradictory ideas, beliefs and attitudes. Through #BeBoth, Fastrack welcomes this new era in all of youth’s expressions specially fashion. The campaign stars the nation’s favorite young superstar, Vijay Deverakonda, who will now be the brand ambassador for Fastrack.
The campaign film uses a split-screen effect to highlight the juxtaposition of contrasting realities in the lives of the youth. The interplay of real and graphic design elements reflects the philosophy of the campaign, while also making it digital-consumption friendly. Descriptions such as “Subtly Dramatic” and “Seriously Playful” encapsulate both the product look and the brand’s philosophy of “BeBoth”
The campaign highlights a collection of 15 unique watches with design features that combine seemingly opposing elements. These watches consist of skeletal automatic, chronographs and multifunction designs for young men and bling rose gold, unique bracelet designs for young women. The price range of Fastrack #BeBoth collection is Rs 2995 to Rs 9995/-
Fastrack head of marketing and product Ajay Maurya said, “With this brand campaign, Fastrack has thrown a spotlight on the contradictions that define the lives of the youth and are integral to the way they express themselves. ‘BeBoth’ hails this aspect of the youth’s lifestyle, making the brand a part of their fashion expression. We are thrilled to partner with the talented trendsetter, Vijay Devarakonda who brings authenticity, versatility, and a lot of style to the campaign, making him the perfect ambassador to represent Fastrack’s new brand ethos.”
Devarakonda shared, “I am really kicked about this collaboration with Fastrack. The brand has always picked up the most interesting insights about the youth and continues to do so with this campaign. ‘Be Both’ with its message of celebrating the contradictions in one’s personality and choices resonates very strongly with me. I am particularly excited about the fashionable creative expression that has been given to this unique observation.”
Mullen Lintas CCO Ram Cobain said, “Much before ‘social’ was a buzzword, Fastrack has been a brand that’s lived among people. Our digital-first campaign is the voice of the youth of today. For the Zillennials, an oxymoron is a muse. And contradictions are to be embraced as a reflection of who they are. They can be attention-seeking introverts, spiritual atheists…it’s like they’re living two lives at once. #BeBoth is Fastrack wearing pop culture on its swanky sleeves, signaling a pivot into fashion-first conversations with its trademark swagger intact.”
The 360-degree campaign is going to be live on Digital, OTT platforms, Social, OOH, Cinema and will have a strong Influencer marketing leg. The Fastrack ‘BeBoth’ Collection watches are available at Fastrack & Titan World Stores, Multi-Brand Outlets, Lifestyle & Shoppers Stop, and online on www.fastrack.in, Flipkart, Amazon & Myntra.
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.
