MAM
Mudra launches TVCs on Livon
MUMBAI: Mudra Communications which earlier this year celebrated its 25th anniversary has launched two television commercials (TVCs) for hair care brand Livon.
Livon had earlier been positioned as a “detangler” of hair, post a hair wash.Its earlier TVC’s addressed the the typical housewife. Its primary benefit statement was “prevent hair loss caused by breakage due to tangling of hair after a hair wash.” As a result of the brand statement Livon became generic to the category in face of stiff competition from similar products.
Research has always shown hair loss to be the primary problem of hair. However a lot of hair loss can be attributed to hair falling off after being weakened during brushing tangled hair. A greater dimension for Livon to address thus came to light.
The first TVC is called Radhikaaa… Ordeal and there is a deliberate effort to address the younger audience – the college going teenage girls, who are lot more conscious about their hair, appearance well being. The TVC sees Radhika – who is the young college going protagonist of the film facing embarrassment on daily basis, as her every act of carelessness is easily caught by her family members as there is always a “Radhika ka baal”, around as an evidence of her act of carelessness. However, once she uses Livon, the problem is solved.
Mudra adds that the TVC puts forth the message that hair loss – specifically due to combing on wet hair leads not only to the visible immediate breakage, but also to the weakening of strands and thereby to ‘invisible’ regular hair fall.
The second TVC is called The Clump Story.The concept for the TVC revolved around the word emotion. The ad adopts a sensitive approach that triggered the audience to look at hair loss as loss of something close and personal. Only then, can the target audience would be able to think about caring about those ‘few’ hair strands that are lost on a daily basis.
The TG for this commercial was primarily housewives (25+) but in a way it was not age specific but mindset specific says Mudra. Its aimed to shake the “taken for granted approach” – the general apathy towards the hair lost due to breakage while combing the wet- tangled hair.
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.
