Brands
vivo partners with BrandMusiq to craft a revolutionary sonic identity system
Mumbai: BrandMusiq, India’s pioneering sonic branding firm has created a cutting-edge sonic identity for vivo, the trusted global smartphone brand. This ground-breaking collaboration between BrandMusiq and vivo ushers in a new era of emotional resonance and brand recognition through the power of sound. It is a monumental achievement in establishing vivo’s sonic brand, destined to echo through millions of devices daily across India, forging a strong acoustic signature for the brand.
vivo took a visionary step to enhance its customer experience and brand identity. In partnership with BrandMusiq, a global sonic branding agency, vivo has harnessed the art and science of sound to create a comprehensive Sonic Identity System, one that will be unique to vivo and will be instantly recognisable. This includes the ‘MOGOSCAPE (Sonic palette), a MOGO (Musical LOGO), and a Mini-MOGO (confirmation sound/alert), created to encapsulate the essence of vivo’s brand purpose, ‘Live the Joy.’ Already integrated into all brand communication including TVCs and digital content, this system ensures an instant and unmistakable association for vivo.
Notably, vivo has recently incorporated these distinctive ringtones and notification sounds into their newly launched V29 series devices in India. This marks a significant milestone in the manifestation of vivo’s sonic brand, set to resonate millions of times daily across India, creating a strong and consistent auditory identity for the brand.
Speaking on the landmark initiative, the vivo brand spokesperson stated “We can’t wait to have consumers experience this encapsulating tone that is the perfect embodiment of vivo brand values and purpose. The process of creating this was a wonderful journey of bridging the gap between science and art. We hope consumers can find joy in what we have created.”
BrandMusiq founder Rajeev Raja expressed his excitement about this monumental collaboration: “vivo’s decision to integrate our Sonic Identity System into their brand communications and consumer engagement programs marks a momentous leap for both sonic branding and the brand’s identity. We are thrilled to partner with vivo in creating a comprehensive sonic identity that triggers instant brand recognition and deepens brand emotion”
Over the years, BrandMusiq has successfully unlocked sound opportunities for consumer brands to create a long-lasting emotional association with their audiences across a multitude of ‘ear points’ or ‘audio touchpoints’. By applying their time-tested process, the company has developed sonic identities that connect with consumers at a deeper and more subliminal level. BrandMusiq has created a sonic identity for brands like MasterCard Global, Infosys, Toyota, Unilever brands (such as Bru, Red Label, Vim,) HDFC Bank, SBI Life, Vistara Airlines, Zomato, Raymond, Kraft, Nestle, Blue Band, MG Motors, Reliance Petroleum, and many others.
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.
