MAM
Yes Bank appoints Srivastava as chief marketing officer
MUMBAI: With the vision to establish itself as the country’s leading private sector banking and financial services trust mark, Yes Bank announced the appointment of Yateesh Srivastava as the chief marketing officer (CMO).
Srivastava will be leading the critical role of spearheading the marketing, branding and communications function. Yes Bank has adapted a one-bank concept across all its marketing and communications functions.
The marketing function at the bank will be the focal point for all communication and brand building activities in corporate and institutional banking, financial markets, investment banking etc. Srivastava and his team will also take the main lead in establishing strategic brand communication and development, product development, creating event properties, public relations, direct marketing and research, amongst other key responsibilities.
Prior to joining Yes Bank, Srivastava was executive director strategic planning with Triton Communications and was instrumental in conceptualising Yes Bank’s advertising and communications campaign.
Srivastava has vast experience in advertising and market research in leading organisations like A C Nielsen, Gallup, Pathfinders and Lintas India.
Said Srivastava, “Yes Bank is currently in the process of implementing world class systems and practices that will deliver the highest levels of customer service and experience. The positive attribute of the Yes Bank brand name lends itself to exciting opportunities to allow customers to experience first-hand the differentiated values of the brand. I look forward to working with a unique, value and knowledge based organization that inculcates a culture of learning, innovation and team spirit. Yes Bank will give me an opportunity to bring value to the communication strategies of the Bank, based on the diverse and varied experience that I have charted over the years.”
Announcing the appointment, Yes Bank MD and CEO Rana Kapoor said, “At Yes Bank we have the ambition to build one of the finest financial brands in India. Yes Bank plans to bring value to its customers through an integrated marketing programme to ensure the highest standards of a delightful customer experience. Yateesh’s tremendous commitment and demonstrated track record of successes in areas of marketing expertise will be a major step towards fulfilling Yes Bank’s promise to provide ‘real value’ to its clients with innovative financial solutions that go beyond the traditional realm of banking.”
MAM
Ganesh Chana Sattu ropes in Ravindra Jadeja for new campaign
Cricketing all-rounder fronts ‘unnatural energy’ push for high-protein roasted gram flour drink.
MUMBAI: Ganesh Chana Sattu has just bowled a natural Yorker that feels positively superhuman and Ravindra Jadeja is the man delivering it. The nutrient-rich, high-protein roasted gram flour brand has launched a fresh campaign featuring the Indian cricketing legend. Conceptualised by TBWA\ Lintas, the campaign playfully explores how something truly natural can unlock extraordinary energy, using extreme visual exaggeration and Jadeja’s larger-than-life athleticism to show the power of sattu in action.
Rather than relying on dramatic storytelling, the film celebrates sattu as an age-old, completely natural ingredient that delivers performance so effective it borders on the unbelievable. It positions the drink as a refreshing, cool fuel for the body perfect for a generation seeking honest, high-protein nutrition without the hype.
Ganesh Consumer Products Limited director Devansh Mimani said, “Sattu has always been valued for its nutritional goodness. With this campaign, we wanted to showcase that energy in an engaging way. Ravindra Jadeja’s personality and athleticism helped us bring alive the idea that a natural drink can power seemingly unbelievable energy.”
TBWA\ Lintas unit creative director Tritirtha Chatterjee added, “The thought was to position Ganesh Sattu as a refreshing, cool drink that naturally powers the body. Ravindra Jadeja was the perfect fit to bring this idea alive. As an all-rounder, his game demands constant energy across batting, bowling and fielding.”
The campaign is now live across TV, digital platforms and social media channels, aiming to boost both brand awareness and product consideration among consumers looking for natural, high-protein alternatives.
In a category full of flashy promises, Ganesh Chana Sattu is quietly reminding everyone that sometimes the most powerful fuel comes from the simplest, most honest ingredients. With Jadeja on board, the brand has found the perfect all-rounder to prove that real energy doesn’t need artificial boosts, it just needs the right sattu.
