MAM
The new Škoda Kushaq ad urges to choose what really matters
Mumbai: Car brand Škoda Auto India has unveiled an integrated ad campaign to promote its new offering, Škoda Kushaq.
Conceptualised and executed by its creative partner Publicis India, the campaign highlights the unique advantages that come with the car and rides on the idea of how choosing what really matters makes a difference in one’s life.
The campaign is built on the core proposition of ‘Choose What Really Matters,” which is a part of the auto brand’s overarching philosophy of ‘We Make What Matters.” It depicts how one always has choices and what one chooses determines the kind of memories and life they make. The SUV in the film is presented as a facilitator of those choices- a companion that helps people accomplish their desires which they will go on to cherish.
“The intent of the campaign is to move away from the usual hyperbole that dominates most of the communications in the category and focus on simple and human truths,” said Škoda Auto India head of marketing Tarun Jha. “The Škoda Kushaq is a consummate and confident SUV, which lends itself to an authentic and credible positioning. The campaign aims to capture this simplicity.”
The ad film begins with the protagonists enjoying all the things that matter to them, whether it is the simple joys of going shopping or watching a film or watching a sunset with a close one or just going on a long drive. It then goes on to underline that whatever the experience, one remembers only those things that really matter to us. The ad signs off on the message that what we remember depends on what we choose today.
“It’s only when we see through the lens of retrospection that we’re glad about some of our decisions and not so glad about some. And in terms of communication, we were really excited about this insight. And what we have tried through this communication, is to encourage people to make the right choice today and have lesser regrets tomorrow,” affirmed Publicis India national creative director Vikash Chemjong.
“On that note, I so wish I hadn’t bought a car a few months before the fabulous Kushaq was launched. Otherwise, I would have had the privilege of not only working on it but also driving to work in it,” he added.
The campaign is being pushed across all essential mediums, including television, print, outdoor, radio, digital, social media and will run through the oncoming festival season in India.
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.
