MAM
SBI Life’s #PapaHainNa campaign shines at LIMRA & LOMA 2016
MUMBAI: SBI Life’s #PapaHainNa Social Media Campaign bagged LIMRA & LOMA 2016 Social Media Silver Bowl Award for Best Use of Social outside US. The idea was conceptualized and co-created by SBI Life and their media agency Mindshare India, a part of GroupM. This is an award by the world renowned organization, LIMRA, which is known for its research, learning and development initiatives in the Insurance industry across the world. SBI Life and Mindshare India overcame competition from six countries to achieve this win.
SBI Life’s #PapaHaiNa campaign has showcased excellent use of Social Media to engage their customers in an emotional manner. The campaign is an emotional ballad, in the form of a music video, celebrating the Father – Child relationship, on which the company’s overall communication also focuses. The video was launched on the SBI Life’s YouTube channel along with SBI Life’s Facebook page and Twitter handle. The video received over 1.2 Million views on YouTube and had over 7,150 interactions on Facebook. The song was well received by the audience on social media and had garnered more than 30.5 million impressions and more than 2,912 conversations on twitter, which also led to it trending nationally.
On the occasion of Father’s Day, 21st June 2015, through the campaign, audiences were encouraged to participate by sharing their treasured moments with their Dad using the hashtag #PapaHainNa. The contest received over 125 entries. The selected entries were then featured in the video created using content received during the campaign and was launched on SBI Life`s YouTube channel and Facebook page on Father’s Day.
Speaking on the occasion SBI Life Insurance MD and CEO Arijit Basu said, “As a brand we believe in building a strong bond with our customers. A special day like Father’s Day helps remind everyone of the sacrifices that our parents made for us, and the #PapaHainNa campaign was a way to articulate our gratitude towards them. We are highly honored with this recognition and equally proud of the well-executed campaign that rightfully leveraged the brands messaging and engaged the consumers on various social media platforms.”
Expressing his delight, Mindshare South Asia CEO Prasanth Kumar said ‘’Winning this award is like adding another feather into our hat. These awards showcase the development we have made in the International market. It is a proud moment for me as it proves how our teams’ efforts have exponentially grown on such a large forefront. We shall keep striving to one up our current level of performance, so as to cease more opportunities and wins such as these. ‘’
SBI Life head brand and corporate communication Ravindra Sharma said, “It is truly a matter of honor for us that we have received this coveted award. The award further validates the success of this campaign in connecting to our customers and giving them a platform to express their emotions via social media. SBI Life’s continuous thrive to reach out to our customers and giving them the moments to cherish and celebrate life will definitely lead to many such awards in the coming days as well.”
LIMRA is the trusted source of industry knowledge for over 850 financial services firms. LOMA is committed to business partnerships with over 1,200 world-wide members in the insurance and financial services industry. The 2016 awards program categories recognized how social media is being used to educate consumers, recruit employees; showcase how companies are integrating social media initiatives to support campaigns. The awards recognize those who are adopting the growing list of new platforms and advance ‘social good’ through their programs.
For the awards, thirty-six companies submitted 57 entries for consideration this year. LIMRA and LOMA enlisted 41 financial services executives and social media subject experts to judge the submissions. This win signifies how Mindshare and SBI Life are working together to utilize the social media platforms effectively to engage with consumers and meet their business goals.
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.
