MAM
MP Birla Chetak Cement’s new TVC is truly Rajasthani
MUMBAI: MP Birla Chetak Cement has rolled out a new TVC conceptualised by Ogilvy Kolkata and produced by Conversation Films.
The film opens with a close shot of a horse, running through a terrain beset with travails and natural hindrances. The narrative, enriched with poetic inflexions, reveals the real soul of Rajasthan. It is a land of extremities, a conjunction of communities with shared history of survival. The sons and daughters of Rajasthan are born with the gift of endurance, and a Chetak is no exception. Every grain of MP Birla Chetak Cement is Rajasthan incarnate.
Birla Corporation Limited Kolkata executive president of sales, marketing and logistics Sandip Ranjan Ghose says, “Like Chetak the horse is a legend, MP Birla Chetak Cement is also a legend, having completed half a century of existence in Rajasthan – from the inception of the MP Birla Cement Plant in Chanderia 50 years ago. It is a highly respected and trusted brand across Rajasthan, and markets of the North and Western India. The commercial celebrates the heritage of MP Birla Chetak in its golden jubilee year.”
Ogilvy Kolkata managing partner of creative Sujoy Roy, adds, “MP Birla Chetak Cement promises to guard homes against every kind of weather. It is as zealous to guard and protect homes as a warrior is keen to defend his motherland. That’s why instead of directly talking about the product’s salient features, we have developed a film that portrays Chetak as a metaphor for protection. It evokes the image of the legendary stallion that had once served in gruelling battlefields. The most challenging part of the film was its execution.”
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.
