MAM
Ozone stresses on power of vote with ‘Ab Chalegi Finger Key’ campaign
Mumbai: With the election season upon us, Ozone, a homegrown Indian brand in the digital ‘locks and safes’ segment has launched the ‘Ab Chalegi Finger Key’ campaign. The campaign metaphorically demonstrates the connection between Ozone’s digital lock and electronic voting wherein one can open a lock using one finger and simultaneously vote for a better future.
Conceptualised and executed by Dentsu Impact, a dentsuMB Company & the creative agency from dentsu India, the 360-degree campaign will be promoted across print, radio, digital and OOH. Furthermore, the brand has launched an IP (Intellectual Property) in association with news channels – NDTV and ABP. The multi-episode program on the news channels nudges the voters to make the right choice for themselves and the society at large. It also includes an exclusive anthem to help attract mass appeal and celebrity endorsements along with on-ground interviews with audiences and debates.
“Through this campaign, we aim to sensitise people that by exercising the power of their finger they can choose the right government for better security and progress just like with a swipe of their fingers they can secure their valuables,” said Ozone Overseas president Abhishek Aggarwal. “We are consistently working towards enhancing the customer experience by altering the traditional usage of keys with our digital key that effortlessly eliminates the breach of security system, allowing the consumer more control and efficiency,” he further added.
The campaign follows closely in the wake of the brand’s ‘Guccha Singh Campaign,’ urging people to move from a ‘Chabiyoun Ka Guccha’ (bunch of keys) to the new age digital locks with multiple access mode that gives ‘unmatched security with utmost ease.’
“Elections give that one chance to the voters to exercise their rights for a safe, secure and brighter future. By using the power of the voting finger, they can make changes that really matter,” remarked Dentsu Impact executive vice president Ujjwal Anand. “‘Is baar kiski chalegi,’ ‘is baar kaun ayega,’ ‘satta kisko milegi’ are all turn of phrases that we get to hear particularly around the election frenzy. We decided to give a spin to these phrases and hinge our campaign articulation around the verbiage.”
“While in the earlier campaign the mascot we created was around a popular face and larger than life ‘Chabiyoun Ka Guccha’, this campaign takes the engagement to a different space, by tapping into the culture of elections and voting in India; the finger as a voting tool, readily recognisable, took the centre stage,” said Dentsu Impact executive creative director Mayank Khattar. “We used the finger as a symbol of power in people’s hands. The overall tonality of the campaign has been thought-provoking, urging people of states where the elections are being conducted, to acknowledge and exercise their voting rights and choose a better, progressive future. Just like our digital locks that take the security of our homes and valuables to a different level that too with five access modes, giving the control in people’s hands. The instant connection of the people with the empowering index finger is striking.”
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.
