MAM
Sony Pictures, P9 Integrated offer brand partnerships for ‘Spiderman 3’
MUMBAI: Sony Pictures India Ltd has roped in P9 Integrated in an exclusive marketing deal for it’s upcoming feature Spiderman 3. A replication of an International approach towards signing on brands to leverage the success of a movie, at an event held in Mumbai the two companies proposed the multiple opportunities for strategic marketing partnerships with the film.
Sony Pictures manager marketing Harshavardhan Gangurde said that the tie-ups for the film that have already been cemented include Horlicks, General Mills Diptricks, Sony Ericsson and Sony. A point of note here, however, is that the association with Horlicks – a GroupM client – was initiated by GroupM’s entertainment division BroadMind.
Among the clients present at the event were representatives from Camlin and Hansaplast, which had also tied up with Krissh.
Reiterating the benchmarks that Spiderman 2 provided the five Indian brands that opted to ride the film activation route, Gangurde in his presentation highlighted the many avenues that these brands namely Airtel, Sony Ericsson, Kellogs, Sony and Mirinda benefited from the associations.
Camlin Ltd VP sales and marketing Mahesh Joshi said that they would have to consider entering into a deal for Spiderman 3 as the timing of the movie release in May will not be favourable to kids as it will be during the vacation months. However, a post release period that coincides with the back to school season could be considered for a marketing initiative.
With soaring optimism, Gangurde said that if Spiderman 2 could create history with a Hollywood film opening weekend record for the Indian box office with an overall gross of Rs. 342 million, then the success of Spiderman 3 he estimates will only be doubled. “It is poised to be the biggest grosser of Hollywood this year,” he adds.
Spiderman 3 is slated to release worldwide (simultaneous date and time release) on 4 May in four languages English, Hindi, Tamil, and Telugu therefore inviting brands with a large presence in these vernacular markets an avenue for marketing tie-ups, co-branded associations, multiplex activations, merchandising and licensing opportunities with apparel, accessories, stationary, electronics and even branded foods.
P9 Integrated CEO Navin Shah said, “A detailed presentation like this helps the companies in knowing the essence of the particular film and understanding the plethora of opportunities they can leverage from associating with it, it gives them a platform to understand the various avenues that this medium can give for their brands and products viz a viz of them using traditional mediums, We are happy to be an exclusive marketing partner for Spider-Man 3and will ensure a maximum return on investment for companies looking forward to associate with this film, which is poised to be the biggest grosser of 2007.”
Sony Pictures India Ltd CEO Uday Singh said, “We are glad to be partnering with P9, who has been providing tailor-made and resourceful marketing solutions to production houses and Studios all over, we would like to leverage on their expertise in providing parallel revenue models to producers and simultaneously provide prominent podiums for Corporate and Media to utilize entertainment brands as an effective catalyst in their marketing mix.”
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.
