MAM
FMCG brands tap into speed and creativity to win the race for attention
Mumbai: FMCG brands are in a competitive race for media visibility, aiming to capture consumer attention amidst a flood of advertisements. Coca-Cola set a precedent with its innovative content and wide-reaching campaigns, followed by Colgate’s effective use of multi-platform advertising to engage audiences.
It has sparked a lively debate on ambush or guerilla marketing as these brands are not only vying for advertising space but also driving engaging content, seizing cultural moments with wit and creativity within 24-48 hours, to stay relevant. Their strategies highlight the need for engaging and innovative content across platforms in a short time.
Take, for instance, the recent showdown surrounding Biryani Day between Dawaat Rice and India Gate Rice, where each brand claimed supremacy in the hearts of biryani enthusiasts across the country. When Dawaat Rice went ahead and declared ‘Biryani Day’, competitors like Fortune Biryani Special Basmati Rice were swift in their responses to counter the claim with wit. These brands didn’t just participate in the banter; they invested in ad space to amplify their messages and engage consumers across digital platforms.
This playful yet strategic approach is reshaping how FMCG brands interact with their audience. They not only build emotional connections with consumers but are also demonstrating agility and relevance through quick-turn content and engaging narratives.
Moreover, these campaigns highlight the power of data-driven insights and creative storytelling in shaping compelling narratives in the world of marketing and the digital age. Brands leverage consumer behaviour analytics to tailor messages that resonate deeply with their target audiences, enhancing their impact and reach. These campaigns emphasise maintaining transparency and building trust through genuine storytelling and authentic brand values, which are essential in nurturing long-term loyalty.
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.
