MAM
Max to spend Rs 100 mn on marketing IPL
MUMBAI: Max, the official broadcast partner of the Indian Premier League, has unveiled its 360-degree pan-India marketing campaign themed ‘Aisa Mauka Aur Kahan Milega’ to celebrate the ‘mauka’ (opportunity) which IPL brings for millions of cricket fans in every walk of life.
Max has upped its marketing budget by 20 per cent from the previous year and is expected to spend around Rs 100 million, say sources.
The campaign has a series of four short films. Each of these films has a light hearted humorous theme and describes what IPL provides to different people. The final film shows how a town in India gears up to watch the IPL.
“The theme that we have taken for the IPL this year is ‘Aisa Mauka Aur Kahan Milega’ because the IPL has always been about opportunity. What we have done is we have taken a more humanistic, consumer and viewer kind of approach,” Max Senior VP Marketing and Communications Gaurav Sheth told Indiantelevision.com.
Sheth said a lot of consumer research has gone into designing the campaign, “Every year we do a lot of consumer research which is both quantitative and qualitative like how is the brand IPL doing and what viewers think of it. The insights derived from the research played a key role in creating each of the films. A case in point is that of a grandmother who said how the IPL was an opportunity for her to see her entire family come together.”
Stretching across a period of six-weeks till the launch of the tournament, the campaign will have a rollout across mass media including print, radio, Internet, outdoor, mobile, BTL and out of home apart from the commercials on television.
“The focus area is television channels across genres like news, general entertainment, music, and regional. There will be a lot of front page print ads as we draw closer to the event. There will be a major outdoor blitz before the IPL,” Sheth added.
The marketing has also been designed keeping in mind the flavour of the local markets. The company is also looking at the digital medium in a big way and is currently engaged in talks with Internet and mobile operators who can provide customised ideas to engage with users.
Max‘s creative agency JWT created the campaign while Keroscene Films is the production company.
JWT VP and senior creative director Priya Pardiwalla said, “For this edition of the DLF IPL, we have created a campaign that‘s very real and based on strong human insights. Whether it‘s Phuphaji, the friends’ film or India accumulating outside a TV showroom, the campaign reflects true life experiences.”
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.
