MAM
Zen Mobile launches TVC to promote the new Ultrafone 701HD
MUMBAI: Zen Mobile, from the Teleecare Group, recently launched the new Ultrafone 701HD, from the company‘s flagship Ultrafone series. To promote the product the company‘s inhouse agency- Glue Brandworks will roll out a TVC which will go on-air between July 25 to 27.
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Glue Brandworks founder, Gautam Mehta
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The commercial shows a boy day dreaming about the various features he would want in a phone. The TVC introduces ‘more me time‘ where he is sitting with his girlfriend playing a game on the phone where he is watching a football match. The frame continues to another imagery where he is in a mall shopping and trying clothes and his friend is clicking picture of him which showcases the features of an 8 MP camera. The next scene platforms the feature of low light photography where he is out for dinner with beloved followed by the feature of a 360 panaroma shot on a beach. The film culminates showcasing its ability to shoot clear and sound videos.
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Zen Mobile MD, Deepesh Gupta
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Announcing the launch, Zen Mobile, managing director, Deepesh Gupta said, “We did not want to promote it in the usual way by showcasing the product features and specifications. Through the commercial we have tried to demonstrate how the features can be used in real life situations. We have tried to keep the feel of the phone very international and young as it is targeted toward the age group of 15-30 years. The TVC has been executed to suit the international audience also as we plan to extend our operations in other countries to apart from India and Bangladesh. Zen Ultrafone 701HD is certainly one of the best innovations from Zen Mobile and reaffirms our business tenet of getting best of technology to the end consumers. We take pride in bringing pioneering technologies to the mobile users of today, which is in line with transforming their constantly evolving mobile experience.”
Zen Mobile claims that they have tried to keep the product as innovative as possible in a brand competitive space, one of the biggest players being HTC. Glue Brandworks founder, Gautam Mehta states, “All the way through making the TVC we have tried to highlight the different features of the phone announcing an integrated lifestyle. The major challenge we faced while making the TVC was that the phone has too many feature and how do we make justice by demonstrating the features in a fun way and not a boring specification commercial.” The product will be promoted through regional print media and digital media. Zen Mobile plans to invest an estimate of rupees 40 to 45 crore (80 per cent of their marketing budget) in promoting the product in this financial year.
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.
