MAM
MS Dhoni’s heartwarming father-daughter bonding in Zed Black TVC: ‘Mann Ki Shanti'”
Mumbai: Zed Black, a leading incense sticks brand, is thrilled to announce the launch of its latest TVC campaign for Zed Black 3-in-1 premium incense sticks featuring the cricketing legend and former captain of the Indian cricket team, MS Dhoni. The campaign aims to emphasize the importance of incorporating daily prayers into one’s routine for a balanced and fulfilled life.
In today’s fast-paced world, where individuals often find themselves consumed by various commitments and responsibilities, the act of taking a moment to connect with oneself through prayer can be immensely grounding. Zed Black’s continued collaboration with MS Dhoni as a brand ambassador for the last six years seeks to encourage people to pause, reflect, and engage in a practice that fosters inner peace and spiritual well-being.
“Mann Ki Shanti” is not just a TVC campaign; it’s a heartfelt endeavour to bring attention to the value of daily prayers in maintaining mental and emotional equilibrium. Dhoni, known for his exceptional leadership and unshakeable composure, resonates with the campaign’s message on multiple levels”, shared Mysore Deep Perfumery House & Zed Black director Ankit Agrawal.
The TVC showcases Zed Black and MS Dhoni sharing a timeless message for all. In the latest TVC, the cricketing legend assumes the role of a doting father sitting for prayers as his playful daughter comes running. Dhoni emphasizes with a smile the importance of a regular prayer for ‘Mann Ki Shanti’. Dhoni, besides being a cricket legend, is also a complete family man. He does a perfect job of conveying the sentiment for all households. Add to this his legendary cool vibes and a relaxed smile, the message hits home!
Zed Black TVC campaigns have always struck a chord with the masses & netizens. Be it the gamechanger commercial where the captain cool was spotted sporting a retro jersey look on the field for its flagship campaign ‘Prarthna Hogi Sweekar’ or MS Dhoni sharing the importance of viral prayers in a guruji avatar last festive season. Likewise, through this latest campaign, Zed Black aims to spark conversations around the benefits of incorporating daily prayers as a means to achieve balance and mental clarity.
“We are honored to collaborate with MS Dhoni yet again, a true icon who embodies resilience and strength,” said Mysore Deep Perfumery House & Zed Black director Anshul Agrawal. “As a brand, we are committed to promoting holistic well-being, and we believe that this campaign will inspire individuals to carve out time for daily prayers, nurturing their spiritual growth.”
The hallmark of Zed Black’s success lies in its commitment to sustainable manufacturing practices. Zed Black’s manufacturing unit, based in Indore, Madhya Pradesh has made history by becoming the world’s largest solar-powered raw agarbatti production facility. The company has successfully scaled its production capacity to an astounding 3.5 crore incense sticks per day, positioning itself as a major player in the global market. The company is today amongst the top three agarbatti manufacturers in the country.
Conceptualised by Oberoi IBC the TVC will be promoted through a 360-degree approach across news & GEC channels for the festive season and will be accompanied by a robust social media and online engagement strategy, encouraging viewers to share their own experiences with daily prayers using the hashtag #MannKiShanti.
MDPH has a plethora of top-notch quality products under its own household brands in categories such as agarbatti, essential oils, hand sanitizers, packaged tea, dhoop batti, confectionery, and more under its premium bestseller flagship labels Zed Black, Manthan, Samarpan, Orva and Din Din.
Founded in 1992, at the heart of MDPH is its 4,000-plus workforce, of which 80 per cent are women who are involved in all aspects of incense sticks manufacturing–from perfume making to packaging. The company processes over three crore incense sticks every day at its 9,40,000 sq. ft manufacturing facility in Madhya Pradesh, comprising of four factories. It has in its kitty over 1,200+ products that are exported to over 40+ countries across six continents and 15 lakh packs of Zed Black incense sticks are sold daily.
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.
