MAM
Rajnigandha’s new TVC celebrates the art behind the taste
NEW DELHI: Rajnigandha is putting the spotlight where it believes the magic truly begins. Ingredients. The iconic mouth freshener brand from the Dharampal Satyapal Group has unveiled a new ingredient-led television commercial that leans into craftsmanship, patience and the quiet precision behind its unmistakable taste.
The film, titled Yun Hi Nahin Main Rajnigandha Ban Jaata Hun, is less an advert and more a visual meditation on making things well. Directed by celebrated French filmmaker Bruno Aveillan, the TVC unfolds like a short cinematic journey, rich in texture, mood and detail. It traces the careful selection, evaluation and blending of ingredients that go into every pack of Rajnigandha, reminding viewers that consistency is crafted, not conjured.
At the heart of the narrative lies the fine art of blending. Master blenders take centre stage, their trained senses and exacting standards portrayed as the unseen hands that shape the brand’s signature richness. Conceptualised by McCann Advertising, the film adds a multisensory polish that sharpens Rajnigandha’s premium positioning.
Commenting on the campaign, DS Group senior general manager, marketing, mouth freshener Sushaant, said the new TVC underlines the brand’s belief that great taste is never a happy accident. Instead, it is built over years of experience, discipline and an uncompromising approach to quality.
The campaign will be rolled out across television and digital platforms, including YouTube, Instagram, Facebook and OTT services, inviting audiences to slow down and savour the craft behind a familiar name.
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.
